Ford Holiday River Parade announces theme, grand marshal for 44th annual celebration

SAN ANTONIO – Get ready to spot Buddy the Elf on the River Walk!

The Ford Holiday River Parade announced this year’s grand marshal and theme on Tuesday.

The 44th annual parade downtown will be held on Nov. 28 with “Merry Movie Magic” as this year’s theme.

Buddy the Elf, from the 2003 film “Elf,” will serve as the 2025 grand marshal.

The parade will feature more than 30 floats and 100,000+ holiday lights along the river path. Floats will be dedicated to the holiday season’s most iconic films, according to the parade’s website.

The river lighting ceremony will kick off events at 6 p.m. on Nov. 28 at the Tobin Center. A live broadcast will be held at 7:05 p.m. from the Arneson River Theatre.

A free viewing area located between Pecan Street and Richmond Avenue will be available on a first-come, first-serve basis, the website said.

Reserved seats can be purchased here.

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