Joe Vera III, Assistant City Manager, Culture, Recreation and Special Events, City of McAllen: Convention Center/Performing Arts Center, passed away April 16 at the age of 69.
Before joining McAllen, Texas, in 2014, Vera helped the City of Hidalgo, Texas, transform from a small border town to a bustling cultural and entertainment destination. He was instrumental in launching BorderFest, overseeing the development of Dodge Arena (now Payne Arena), and securing historic retail and economic initiatives.
Vera believed in networking and was an involved member of both IAVM and the International Association of Fairs & Expositions (IAFE). Many in the business were recipients of his famous pink grapefruit holiday gift to promote his fairs and festivals and the city of Hidalgo, Texas.
In 2025, he served as World Board Chair of the International Festivals & Events Association (IFEA). His contributions earned him numerous accolades, including induction into the IFEA Hall of Fame and the Texas Festivals & Events Association Hall of Honor. He was both a Certified Festival & Events Executive (CFEE) from IFEA and a Certified Economic Developer (CECD) from the International Economic Development Council).
According to the obituary published online, Vera was born and raised in Pharr, Texas. He started his working life at just six years old by shining shoes and selling Coca-Colas.
“Joe dedicated himself to crafting experiences that brought communities together, elevated civic pride, and created lasting memories for countless people. He was also a proud Eagle Scout, embodying the values of leadership and service throughout his life,” it reads.
Vera was also a member of Sacred Heart Catholic Church for over 40 years, significantly contributing to its growth and new construction.
As Assistant City Manager for Culture, Recreation, and Special Events for the City of McAllen he spearheaded the creation and expansion of landmark events including the McAllen Holiday Parade, South Pole Illuminated Festival and McAllen Marathon.
Vera is survived by his wife, Alma Vera; his children, Trisha Garza and Homer Garza (Sonya); grandchildren, Ryan and Reena; sisters, Joann Watts (George Sr.) and Linda Casas; and numerous nieces and nephews. He was preceded in death by his esteemed parents Joe Vera Jr. and Gloria.
