SA's iconic Cortez family named Battle of Flowers Parade grand marshal

Parade to kick off at new time, theme is '300 timeless treasures'

SAN ANTONIO – San Antonio's iconic "Familia Cortez" will be the grand marshal for the 127th annual Battle of Flowers Parade, the Battle of Flowers Association announced at the family's historic restaurant, Mi Tierra, Wednesday morning.

Officials also announced that the parade will start at a new time.

The parade, which normally started at 12:45, will now kick off at 10 a.m., officials said.

“It is most appropriate that we are here this morning in the heart of our city’s downtown cultural district, Market Square, to announce our parade theme and grand marshal," Battle of Flowers Association president Rhonda Calvert said. "The vibrant, Fiesta atmosphere and long held culinary and cultural traditions of Mi Tierra are deeply embedded in our collective memory of San Antonio.”

RELATED: Hundreds of thousands attend Fiesta Flambeau parade 

The Cortez family was selected because of its dedication to preserving the city's culture, its love of family, its work ethic and heart for philanthropy, the Battle of Flowers Association said in a release.

The family will helm the parade as San Antonio celebrates its tricentennial.

GALLERY: Photos of 2017 Battle of Flowers parade 

“As the Tricentennial Commission highlights the documented history of our city, this year’s parade theme is ‘300 Timeless Treasures,’” parade chairman Nel Belt said. “The parade will bring to life fond memories, monumental milestones, magical moments, and hopeful vision -- the heart and the spirit of our legendary city.”

The parade will be televised and broadcast to U.S. military bases overseas.

The parade line up will be led by the Fighting Texas Aggie Band.