Joe Vera, III.

Joe Vera, age 69, was called to be with the Lord on April 16, 2025 during Holy Week, his most cherished holiday. Joe was a beloved husband, father, and grandfather, whose life was marked by faith, vision and resilience. Born and raised in Pharr, Texas, Joe was a transformative leader in public service and cultural development. Starting his working life at just six years old by shining shoes and selling Coca-Colas, he developed an extraordinary work ethic rooted in his humble beginnings. Guided by strong Catholic values and a profound sense of duty to God, country, and community, Joe was known for his discerning spirit which often moved his heart into action by helping to meet the needs of others. 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. Joe was deeply committed to his faith and played an integral role at Sacred Heart Catholic Church for or over 40 years, significantly contributing to its growth and new construction. His dedication to his church community exemplified his lifelong devotion to service and spiritual leadership. A visionary leader and pioneer in the festival and events industry, Joe most recently served as Assistant City Manager for Culture, Recreation, and Special Events for the City of McAllen—a role he cherished deeply, often calling it his dream job and proudly stating he would "sprint to work every day." Under his meticulous attention to detail and relentless drive, McAllen flourished into a national and international destination. Joe spearheaded the creation and expansion of landmark events including the McAllen Holiday Parade, South Pole Illuminated Festival and McAllen Marathon. He repeatedly quoted Walt Disney, saying, “It’s kind of fun to do the impossible”—a principle he exemplified throughout his career. Before joining McAllen in 2014, Joe profoundly impacted the City of Hidalgo, leading its transformation 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. Joe's influence extended far beyond South Texas. In 2025, he proudly served as World Board Chair of the International Festivals & Events Association (IFEA), earning McAllen—and the broader South Texas region—a prominent place on the global stage. His contributions earned him numerous accolades, including induction into the IFEA Hall of Fame and the Texas Festivals & Events Association Hall of Honor. Throughout his distinguished career, Joe built not just events but experiences. One of his most cherished philosophies was, “There is no limit to what a man can do if he doesn't care about the credit,” and true to this, Joe's humble spirit touched countless lives and left an indelible mark on everyone he met. Joe served his family without reservation. He is survived by his loving wife, Alma Vera; his treasured children, Trisha Garza and Homer Garza (Sonya); cherished grandchildren, Ryan and Reena; beloved 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. Joe Vera built the impossible with pride, purpose, and a love for his community. His loss is mourned profoundly, but his spirit will live on in every parade, every celebration, and every act of public service inspired by his extraordinary life. Let us honor his life by living ours with the same grace and compassion for others as reflected in his favorite quote, "The noblest art is that of making others happy." The family would like to thank the City of McAllen, his esteemed work team, medical team and lifelong physician Dr. Leonel Moreno and staff for their endless care and support. Civil Services for Joe Vera will be held Monday, April 21, 2025, at 4:00 pm, with the Rosary following at 6:00 pm at the McAllen Performing Arts Center. A Funeral Mass will be celebrated at Sacred Heart Catholic Church, 208 E Camelia Avenue, Hidalgo, TX, on Tuesday, April 22, at 1:00 pm. Funeral interment will follow at Palm Valley Memorial Gardens, 2607 N Sugar Rd, Pharr, TX 78577. In lieu of flowers, donations can be made to United Way of South Texas and Sacred Heart Catholic Church in Hidalgo, TX.

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Joe Vera, III.

April 16, 2025