Parade Plaza

Parade Plaza is one of the most unique viewing areas along the downtown portion of the River Walk. While the rest of the parade route transforms into a seated venue of more than thirteen thousand chairs, Parade Plaza serves as the standing room experience near the Convention Center Lagoon. In past years, Parade Plaza was a simple viewing location where guests arrived early and waited for the parade to pass by. There was no music, no food, no entertainment, and no energy. It did not reflect the excitement of the parade or the creativity of the River Walk.

Beginning in 2025, I took the initiative to transform Parade Plaza into its own event environment. For the Ford Holiday River Parade, I created the Very Merry Village Market, and for the Day of the Dead River Parade, I launched the Marigold Village Mercado. Each activation turned Parade Plaza into a lively festival-style gathering place with more than fifteen vendors, including food concepts, artisans, retailers, and commercial partners. I added a DJ, booked walking entertainment like stilt walkers, and incorporated themed photo opportunities to create a space that felt engaging, joyful, and memorable.

These enhancements serve both the guests and our partners. Parade Plaza sits at prime dinner time, and people often arrive early to secure their viewing spot. By adding food, music, shopping, and entertainment, we transformed what used to be a long waiting period into a fun, interactive experience. Guests are now excited to spend time in the space instead of feeling impatient or bored.

I also designed a streamlined vendor process that supports clarity and confidence from the moment partners consider applying. I created a detailed informational video that walks vendors through load-in, booth expectations, safety, and event flow. The response has been overwhelmingly positive, and vendors consistently tell me the video helped them feel prepared and encouraged them to secure their booth quickly. By thinking ahead and addressing vendor needs before they even book, the entire experience feels smoother, more intentional, and more welcoming for everyone involved.

Parade Plaza has become one of my favorite event spaces to build because it brings together creativity, logistics, and community. It improves the guest experience, strengthens vendor relationships, and adds another layer of excitement to two of our largest river parades. It has been a win for attendees, partners, and the River Walk as a whole.