McAllen, TX (KRGV) — McAllen city leaders on Thursday unveiled Wild Bright, the new name for the annual South Pole Illuminated Festival.

Wild Bright opens Nov. 27, 2026, at the McAllen Convention Center, and is inspired by the McAllen Holiday Parade’s new Wild Christmas theme, according to a news release.

"Wild Bright is set to be magical; we will celebrate the holidays with an experience that brings families together, welcomes visitors, supports local businesses, and strengthens our community," McAllen City Manager Isaac J. Tawil said in a statement. "We’re proud to build upon the South Pole of Texas tradition and create another reason for families across Texas to visit McAllen."

The event will bring millions of lights, illuminated wildlife, and family-friendly attractions to the South Pole of Texas. The season will start with the annual lighting of the tallest digital Christmas tree in America, which stands more than 100 feet tall.

Guests can get free admission before 7 p.m. and then watch a fireworks celebration. The festival will also include an 80-foot real-ice skating rink, Santa's South Pole Castle, the South Pole Express by Metro McAllen, a holiday carnival, an artisan market, visits with Santa and the Grinch, weekend fireworks, hundreds of giant wildlife-themed lanterns, a food court and the Driscoll Electric Parade.

Lone Star National Bank is returning as a South Pole partner for a fourth consecutive year. Beginning Nov. 30, 2026, LSNB Free Kids Days will offer free admission to children 12 and under every Wednesday and Thursday through Dec. 18, 2026.

The bank will also bring back Santa's Mailbox to the festival grounds so kids can send their letters. Its new Cowboy Cash balloon will debut at the McAllen Holiday Parade on Dec. 5, 2026, before it joins Wild Bright.

Tickets are on sale now at southpoleoftexas.com and Ticketmaster.