Media Contact: Yuri Gonzalez
Phone: (956) 310-2139
Email: [email protected]
City of Pharr Office of City Communications Earns Eight State Awards at 2025 TATOA Annual Conference
FOR IMMEDIATE RELEASE
MONDAY, NOVEMBER 10, 2025
Pharr, Texas – The City of Pharr is proud to announce that its Office of City Communications earned a total of eight awards and two honorable mentions at the 2025 Texas Association of Telecommunications Officers and Advisors (TATOA) annual conference, held in The Woodlands, Texas.
TATOA is a statewide organization that recognizes excellence in government communications, video production, and digital storytelling among municipalities and public agencies across Texas.
“I am incredibly proud and grateful to celebrate these recent awards with our media team,” Director of the Office of City Communications Yuri Gonzalez said. “They are extremely talented; every idea, edit, story and creative passion made this possible,” Gonzalez added.
The Office of City Communications is a twelve-member team of skilled video journalists, media specialists, and graphic designers. Serving as the central hub for all citywide communications, marketing, and video production, the department manages every aspect of communications entirely in-house. From covering community events to producing city meetings and launching public awareness campaigns, the department is dedicated to keeping residents informed, connected, and engaged with their local government.
“I am extremely proud of our Office of City Communications and the tremendous work they do to help tell our Pharr story,” Pharr City Manager Dr. Jonathan Flores said. “Under the direction of Yuri Gonzalez, our media team continues to set the industry standard for innovation in media relations. These awards are a true testament to their dedication, creativity, and commitment to excellence,” Flores added.
Pharr received awards across multiple categories, showcasing outstanding creativity, production, and storytelling:
The Board of Commissioners of the City of Pharr met for a regular meeting on Monday, November 3, 2025, and considered an agenda that included the following highlights:
City of Pharr Declares November 3, 2025 as Mayors’ Monarch Pledge Day
The Pharr City Commission proudly approved a proclamation declaring November 3, 2025, as Mayors’ Monarch Pledge Day, reaffirming the city’s dedication to environmental stewardship and pollinator conservation. Through the pledge, the City of Pharr joins hundreds of cities across North America committed to creating habitats for the Monarch Butterfly and other pollinators, whose populations have declined due to habitat loss, pesticide use, and climate change. Remy Vargas, Urban Ecologist for the City of Pharr, accepted the proclamation on behalf of the city and emphasized the ecological and cultural importance of the monarch. “The Monarch Butterfly symbolizes resilience, perseverance, and the ability to overcome adversity,” said Vargas. “These incredible butterflies travel over 3,000 miles each year from Canada to Mexico, and the City of Pharr serves as an important stop along their migration.” By participating in the Mayors’ Monarch Pledge, Mayor Ambrosio Hernandez and the Pharr City Commission continue to champion sustainability and biodiversity through education, native planting initiatives, and community engagement, ensuring Pharr remains a welcoming habitat for monarchs and pollinators for generations to come.
City Commission Proclaims November 2025 as Alzheimer’s Disease Awareness and Family Caregivers Month
The City of Pharr proclaimed November 2025 as Alzheimer’s Disease Awareness and Family Caregivers Month, recognizing the millions of individuals, families, and caregivers impacted by Alzheimer’s disease. The proclamation acknowledges the growing need for awareness, early detection, and continued support for those living with the disease, as well as the dedication of caregivers who provide invaluable care and compassion. Maxine Vieyra, South Texas Alzheimer’s Program Manager for the Alzheimer’s Association, accepted the proclamation on behalf of the organization. “Thank you to the City of Pharr for partnering with us on educating the community during this month,” said Vieyra. “I am thrilled that we have officially entered the era of treatment. Several therapies have already been approved by the FDA, and we continue to see new opportunities for healing,” she added. Vieyra also encouraged residents to seek support and stay informed about the latest research and resources available to families navigating Alzheimer’s and other dementias.
Commission Recognizes Ricardo Dominguez with Trailblazer Award
The Pharr City Commission and City Manager Dr. Jonathan B. Flores recognized Engineer Fire Investigator Ricardo Dominguez with the city’s Trailblazer Award for his outstanding dedication and exemplary service to the community. The award was presented by Pharr Fire Chief Pilar Rodriguez, joined by members of the Pharr Fire Department, who commended Dominguez for his exceptional work ethic and positive attitude. “Ricardo is part of our Fire Prevention team and has proven himself to be outgoing, outstanding, and very engaged with the public,” said Chief Rodriguez. “He is an example to the rest of the department for his ‘can do’ and work-hard attitude that we expect of our employees.” Dominguez expressed his gratitude for the recognition, stating, “Thank you to the City of Pharr for this honor. I have enjoyed the past seven years here and look forward to a continued career of growth.” Congratulations, Ricardo!
City of Pharr Earns 2025 Scenic City People’s Choice Award
The Pharr City Commission proudly announced that Pharr was awarded the 2025 Scenic City People’s Choice Award by Scenic Texas. The Development Services Department presented the award during the city commission meeting and shared the exciting news with the community. The honor is given to one certified Scenic City each year, selected through public voting based on efforts to enhance the city’s visual environment. This award celebrates the city’s commitment to visual appeal, thoughtful planning, and civic pride. With more than 100 certified Scenic Cities across Texas, this recognition stands as a testament to Pharr’s ongoing dedication to creating inviting spaces, improving visual quality, and fostering a more vibrant, livable, and scenic community for all.
City of Pharr Announces Partnership with the Museum of South Texas History to Preserve and Celebrate Heritage
The Pharr City Commission proudly announced a new partnership with the Museum of South Texas History (MOSTHistory), marking an important step toward preserving and celebrating the city’s cultural and historical legacy. The partnership was formally approved through a resolution by the City Commission and will focus on educational programming, guided tours, community outreach, and historical research that highlight Pharr’s unique story within the broader history of the Rio Grande Valley. Dr. Francisco Guajardo, Chief Executive Officer of MOSTHistory, attended the announcement along with staff members Debbie Gomez, Development Officer; Melissa Peña, Archivist; and Jenarae Bautista, Curator of Exhibits and Collections. “We are proud to partner with the City of Pharr to share, preserve, and educate the community on its origin story while engaging residents on its past and present,” said Dr. Guajardo. Melissa Peña added, “Thank you for this impactful partnership, which will serve as a model for collaboration and leadership across the region.” Through this initiative, Pharr residents and students will receive discounted admission to MOSTHistory (with proof of ID or utility bill) and enjoy access to dynamic programming, including curriculum-based workshops, public exhibits, lectures, and interactive learning experiences. The agreement, effective October 1, 2025, through September 30, 2026, will also support research and data collection efforts to document Pharr’s historical and cultural evolution.
Pharr Police Chief Reports Significant Decrease in Crime Rates
The Pharr City Commission received an update from Police Chief Juan F. Gonzalez on the Pharr Police Department’s Uniform Crime Reporting (UCR) Statistics, showing a steady and encouraging decline in both violent and property crimes over the past three years. Chief Gonzalez reported that violent crimes, including aggravated assault, robbery, rape, and homicide, have decreased from 212 incidents in 2022 to 179 in 2024. Property crimes, including arson, motor vehicle theft, theft-larceny, and burglary, have also dropped significantly, from 1,219 cases in 2022 to 919 in 2024, reflecting a citywide decrease of 23.3 percent among Pharr’s population of roughly 80,000 residents. “I want to thank the community and our business partners who have done a great job throughout the years in helping us develop plans that focus on areas with the highest crime,” said Chief Gonzalez. He also noted that traffic accidents have decreased by 20 to 30 percent each month since the completion of construction at the interchange. It has been a process, but we are now seeing fewer accidents and safer roadways in Pharr.
Pharr City Commission Approves Ordinance Establishing New Golf Department
The Pharr City Commission adopted, on one reading, an ordinance creating the City of Pharr’s new Golf Department, marking an important step toward strengthening recreational programming and promoting golf as a community asset. The new department will oversee the daily operation, management, and maintenance of the Pharr Golf Course and its related facilities, including the clubhouse, pro shop, and practice areas. It will also manage tournaments, memberships, and community golf events, ensuring high-quality service and standards that align with the Professional Golfers’ Association (PGA) guidelines.
City Commission Approves Certificates of Obligation for City Improvements
The Pharr City Commission approved, on one reading, an ordinance authorizing the issuance of the City of Pharr, Texas Combination Tax and Revenue Certificates of Obligation, Series 2025. This ordinance allows the city to fund key public projects such as street and drainage improvements, public safety enhancements, park upgrades, and the expansion of the Pharr International Bridge, including new lanes and related infrastructure.
Pharr City Commission Approves Bridge Revenue Bonds
The Pharr City Commission approved, on one reading, an ordinance authorizing the issuance of the City of Pharr International Toll Bridge System Revenue Bonds, Series 2025. These bonds will help fund the expansion and improvement of the Pharr-Reynosa International Bridge and related infrastructure.
Featured Events:
Pharr’s Winter Wonderland & Lighting of the Christmas Tree – Friday, December 5, 2025, from 6 PM – 10 PM
The City of Pharr invites you to our annual Winter Wonderland & Lighting of the Christmas Tree
Media Contact: Yuri Gonzalez
Phone: (956) 310-2139
Email: [email protected]
Pharr Appoints Melanie Cano as Assistant City Manager
Pharr Assistant City Manager Melanie Cano
FOR IMMEDIATE RELEASE
FRIDAY, NOVEMBER 7, 2025
Pharr, Texas – The City of Pharr is proud to announce that Melanie Cano has been appointed as its new Assistant City Manager. The appointment was made on Thursday, November 6, 2025 by Pharr City Manager Dr. Jonathan B. Flores. Cano now joins the ranks of Assistant City Managers Hilda Pedraza and Dr. David Friedland, under the leadership and guidance of Flores and Deputy City Manager Cynthia Garza-Reyes. As Assistant City Manager, Cano will oversee development services, public utilities, public health, code compliance, grants management, and parks and recreation departments, among other critical city operations.
“Melanie has been an impactful leader who has helped our organization achieve high levels of success. Her passion, commitment, and high standard of excellence make her the perfect fit for our leadership team as we serve our growing community,” said Flores. “I am excited to see her continue to grow in her professional development,” he continued.
Cano is an accomplished municipal government professional with over twelve years of experience in public administration. Cano was instrumental in establishing and developing the Office of Strategic Excellence (OSE) for the City of Pharr, leading it with vision, innovation, and a commitment to results. In her previous role as OSE Director, she spearheaded the city’s efforts in strategic planning, process improvement, performance management, and data management. Under Cano’s leadership, OSE supported all city departments by translating strategic goals into actionable steps, strengthening data-driven decision-making, promoting transparency, and fostering a culture of continuous improvement. Her efforts helped position the City of Pharr as a finalist in the prestigious Malcolm Baldrige National Quality Award Program, a U.S. government initiative administered by the National Institute of Standards and Technology (NIST) that recognizes organizations for performance excellence. Prior to OSE Director, Cano served as Development Services Director, bringing with her a deep understanding of city operations and organizational dynamics.
Cano was recently accepted into both the Houston Christian University Women in Leadership Program and the Texas Women’s Leadership Institute. She also co-authored an article in Texas Town & City Magazine titled “Taking the Lead Through Strategic Planning.”
Cano holds a Bachelor’s Degree of Business Administration and is a Certified Public Manager (CPM), both from the University of Texas Rio Grande Valley. Melanie is married to her beloved husband, Artemio Arevalo Jr., and together they have two children, Lucas and Khloe.
“It’s truly an honor and a privilege to step into this new role as Assistant City Manager,” said Cano.
“I’m humbled and honored by the opportunity to continue serving the City of Pharr and inspired by the commitment of our incredible team. With my experience and passion for public service, I look forward to continuing our mission of enhancing the quality of life of our residents and giving back to the community I care deeply about,” Cano added.
Media Contact: Yuri Gonzalez
Phone: (956) 310-2139
Email: yuri.gonzalez@pharr-tx.gov
RGV College to Host Press Conference to Celebrate 100th Vocational Nursing Cohort on Wed., 11/5 at 10 AM
FOR IMMEDIATE RELEASE
MONDAY, NOVEMBER 3, 2025
Pharr, Texas – The City of Pharr is proud to partner with Rio Grande Valley College (RGV College) in celebrating a remarkable milestone with a special press conference announcing the launch of its 100th Vocational Nursing Cohort.
The press conference will take place at 10 AM on Wednesday, November 5, 2025, at Rio Grande Valley College (5419 N. Cage Blvd.) in Pharr.
This momentous occasion honors nearly two decades of dedication to healthcare education and the thousands of students who have gone on to serve communities across South Texas.
This milestone represents RGV College’s continued growth and impact in shaping the next generation of nurses. The celebration will highlight inspiring student stories, community partnerships, and the college’s role in advancing healthcare education in the region.
Join us as we celebrate 100 cohorts of courage, dedication, and legacy in nursing education at RGV College. Media are encouraged to RSVP by November 3, 2025.
For questions or to confirm attendance, please get in touch with Victoria Peña at [email protected] or (956) 452-1426.
DETAILS
WHAT: Press conference announcing the 100th Vocational Nursing Cohort milestone.
WHEN: Wednesday, November 5, 2025, at 10 AM
WHERE: Rio Grande Valley College (5419 N. Cage Blvd., Pharr, TX 78577)
Media Contact: Yuri Gonzalez
Phone: (956) 310-2139
Email: yuri.gonzalez@pharr-tx.gov
UPDATE – City of Pharr to Host Annual Salute to Veterans Parade & Fireworks Celebration on Sat., 11/8 @ 4:30 PM with Fireworks @ 8:30 PM
*Please note the time for the parade has been changed to 4:30 PM!
FOR IMMEDIATE RELEASE
MONDAY, NOVEMBER 3, 2025
Pharr, Texas – The City of Pharr invites the community and media to join us for our annual Salute to Veterans Parade & Fireworks Celebration on Saturday, November 8, 2025, in Downtown Pharr (200 S. Cage Blvd.). The celebration will honor the brave men and women who have served our nation with an evening full of pride, unity, and entertainment.
The parade will begin at 4:30 PM, showcasing patriotic floats, marching bands, city staff, and local community groups. Following the parade, the night will conclude with a spectacular fireworks display at 8:30 PM, lighting up the Pharr sky in honor of our veterans.
Families, organizations, schools, and local groups are encouraged to participate in the parade and show their appreciation for our heroes. Those interested in joining may contact the Pharr Special Events Department at (956) 402-2400 or via email at events@pharr-tx.gov.
Members of the media are invited to attend and capture the sights and sounds of this community celebration.
All media and the public are invited to attend.
DETAILS
WHAT: City of PharrSalute to Veterans Parade & Fireworks
WHEN:Saturday, November 8, 2025
Parade begins at 4:30 PM
Fireworks show at 8:30 PM
WHERE:Downtown Pharr (200 S. Cage Blvd., Pharr, TX 78577)
CONTACT: Pharr Special Events Department | (956) 402-2400 | events@pharr-tx.gov
Media Contact: Yuri Gonzalez
Phone: (956) 310-2139
Email: [email protected]
City of Pharr’s 3rd Annual Avocado Festival Welcomes Over 18,000 Attendees
FOR IMMEDIATE RELEASE
THURSDAY, OCTOBER 16, 2025
Pharr, Texas – The City of Pharr proudly hosted its 3rd Annual Avocado Festival, welcoming more than 18,000 attendees for a fun-filled day of live music, food, family activities, and community celebration. The event brought together residents and visitors to honor the city’s rich connection to the avocado and its role as a leading produce trade hub.
Pharr plays a key role in the nation’s produce trade. Approximately 70% of all avocados consumed in the United States pass through the Pharr International Bridge. In 2024, the bridge processed 1.3 billion pounds of avocados, highlighting Pharr’s position as a gateway for fresh produce from Mexico to markets across the country.
As part of the city’s “Fresh on the Border” initiative, the Avocado Festival also marks the start of the produce season each October, paying tribute to the growers, the bridge, and the fresh foods that connect our region to the rest of the nation.
This year’s festival was presented in partnership with the Greater Pharr Chamber of Commerce and presenting sponsor BMW of Pharr. The City of Pharr extends its sincere appreciation to all sponsors, performers, vendors, city staff, and community members whose hard work and support made the celebration possible.
Festivalgoers enjoyed a dynamic lineup of performers across two stages, featuring headliner Easton Corbin, who closed out the evening with an unforgettable performance. The Main Stage showcased La Sonora Dinamita de Ananidita, John King, RED – A Taylor Swift Tribute, and Beatriz Gonzalez, while the 956 Stage featured local talent including Mesteño, Domingo Elias 3Zero, and Alicat Crash.
The festival also featured over 100 food and market vendors, carnival rides, photo opportunities, lucha libre show, petting zoo, beer garden, arcade games, and a grand finale fireworks show!
The City of Pharr looks forward to welcoming everyone back next October for another celebration of community, culture, and the avocado.
The City of Pharr invites you to our annual Winter Wonderland & Lighting of the Christmas Tree
Date: Friday, December 5, 2025
Time: 6 PM – 10 PM
Location: Downtown Pharr (200 S. Cage Blvd., Pharr, TX 78577)
