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:
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 Board of Commissioners of the City of Pharr met for a regular meeting on Monday, October 6, 2025, and considered an agenda that included the following highlights:
City Commission Proclaims October 5-11, 2025, as “Fire Prevention Week”
The Pharr City Commission approved a proclamation declaring October 5–11, 2025 as Fire Prevention Week in the City of Pharr. The proclamation highlights this year’s national theme, “Charge into Fire Safety: Lithium-Ion Batteries in Your Home,” which raises awareness about the safe use and handling of everyday electronics powered by lithium-ion batteries. The proclamation was accepted by Fire Chief Pilar Rodriguez and members of the Pharr Fire Department, who were recognized by the City Commission for their service and commitment to public safety. “The Pharr Fire Department will have some exciting Fire Prevention events coming up soon for the community,” said Chief Rodriguez. “We invite everyone to come out and join us and thank the City Commission for recognizing this important week as we continue to educate on fire prevention safety,” he added.
Pharr Declares October 2025 as National Breast Cancer Awareness Month
The Pharr City Commission approved a proclamation declaring October 2025 as National Breast Cancer Awareness Month. The proclamation recognizes the importance of early detection, treatment, and continued research in the fight against breast cancer, as well as the courage and strength of survivors. It also honors the dedication of healthcare professionals and organizations that advocate for prevention and awareness. In attendance to accept the proclamation were Mario Lizcano, DHR Health’s Administrator of Corporate Affairs, and a member of the oncology staff. “We want to make sure on behalf of our board of managers, over 700 physicians, and 6,700 employees, we thank you for always being a part of this recognition over the years and collaborating with us to host events in support of education for breast cancer awareness,” said Lizcano. The City of Pharr proudly supports Breast Cancer Awareness Month and remains committed to promoting education, prevention, and hope for a cure.
City Recognizes the 100th Anniversary of Trinity Episcopal Church Month
The Pharr City Commission approved a proclamation declaring October 2025 as the 100th Anniversary of Trinity Episcopal Church Month in the City of Pharr. Established in 1925, Trinity Episcopal Church held its first service at Pharr City Hall before building its historic church on land donated by the City of Pharr. The proclamation honors the church’s century-long legacy of faith, service, and community leadership, including the founding of the Pharr Emergency Food Pantry, which later became the Food Bank of the Rio Grande Valley. In July 2024, Trinity Episcopal welcomed its first female Rector, The Reverend Canon Sharon Alexander, alongside Senior Warden Gregory B. Dozier and Junior Warden Trecia Parrish Munal, continuing its tradition of faith, service, and leadership. Reverend Sharon Alexander and members of the congregation accepted the proclamation and expressed gratitude for the city’s long-standing support. “We are grateful for the City of Pharr because if it weren’t for you all, we wouldn’t have our church,” said Rev. Alexander. “We are proud to be a part of this wonderful city and are grateful for your support.” Reverend Alexander also announced that the church will be hosting a community-wide celebration to mark the milestone and invited everyone to join in commemorating 100 years of faith and fellowship. Congratulations to Trinity Episcopal Church and its congregation on this milestone!
Pharr Proclaims October 2025 as Manufacturing Month
The Pharr City Commission approved a proclamation declaring October 2025 as Manufacturing Month. The proclamation recognizes the vital role manufacturing plays in Texas’ economy, contributing over 11 percent of the state’s total output and supporting nearly one million jobs statewide, including approximately 7,000 in Hidalgo County. Manufacturing in Reynosa, Mexico, alone accounts for over $46 billion in goods that cross through the Pharr International Bridge, representing more than 96 percent of the total trade value. Victor Perez, President and CEO of the Pharr EDC, accepted the proclamation alongside Leticia Adame, Marketing Director for Pharr EDC; Mario Lizcano, Vice-Chair for the Pharr EDC Board of Directors; Belinda Vargas, Career and Technical Education (CTE) Coordinator for PSJA ISD; and Mike Willis, Executive Director for the South Texas Manufacturing Association (STMA). “As you all know, October is Manufacturing Month, and it’s an opportunity to highlight one of the most important sectors driving our local economy,” said Adame. “At the Pharr EDC, we know that manufacturing is more than just production; it’s innovation, it’s high-paying jobs, and it’s the foundation for a strong and competitive economy.” Adame also discussed the Pharr EDC’s partnership with PSJA ISD CTE and STMA to provide students with hands-on experiences in manufacturing, preparing the future workforce through training, internships, and certifications. These opportunities not only build skills but also inspire the next generation to pursue rewarding careers in manufacturing.
Pharr PD’s Mental Health Unit Recognized for Earning the Prestigious Martha Arbuckle Award
The Pharr City Commission and Police Chief Juan F. Gonzalez honored members of the Mental Health Unit Team, Jackie Rodriguez, Albert Tijerina, and Lenny Longoria, for their exceptional service. The Pharr Police Department’s Mental Health Unit received the prestigious Martha Arbuckle Award, presented by the Texas Governor’s Committee on People with Disabilities as part of the annual Lex Frieden Employment Awards. The Martha Arbuckle Award recognizes an innovative local committee project demonstrating excellence in inclusion and support for people with disabilities. The Pharr PD Mental Health Unit was selected for this honor out of more than 1,500 applicants from across the state and was the only law enforcement agency to receive the award. The unit was recognized for its outstanding work in addressing mental health needs and its strong involvement in community outreach and engagement. Chief Gonzalez remarked, “We have been collaborating with local nonprofits, organizations, and other police departments, and it was an honor to be recognized in San Antonio while receiving this award.” He added, “I am very proud of our team and the work they are doing in our community every day.” Congratulations! The City of Pharr is proud of the Mental Health Unit’s commitment to partnerships, mental health services, and inclusive advocacy and outreach, which continues to raise the bar for community policing and support across Pharr and the region!
Commission Approves Resolution Designating the City of Pharr‘s First Poet Laureate
The Pharr City Commission approved a resolution designating the city’s first Poet Laureate, a new initiative announced by Pharr Memorial Library Director Adolfo Garcia for Fiscal Year 2025–2026. The commission proudly recognized Amanda Puryear El, a Pharr native and accomplished poet, as the city’s first-ever Poet Laureate, recognizing her creative achievements and contributions to the community. Amanda was born and raised in Pharr and continues to call the city home. A talented writer and performer, she has published ten books and is the author of The Legend of La Chancla, which she is currently adapting into a short animated film. Her poetry has reached national audiences, including a recent appearance on the TEDx stage. Amanda has been nominated for the 2025 State of Texas Poet Laureate appointment by the Texas Commission on the Arts and is also working on a spoken word poetry album. Her latest release, Daily Dosage, is available on all streaming platforms. A Grammy-nominated artist, Amanda’s work reflects creativity, resilience, and a deep love for her community. She believes life is a balance found through earthing and grounding, often reminding others that “where there is a dove, there is love.” “This is such an honor to be selected as the City of Pharr’s first-ever Poet Laureate,” she said. “I live, eat, and breathe poetry, and I am just so thankful for the amazing opportunities I have had this year. I am excited for the future, especially to be able to give back to my incredible community and share my passion for poetry with the community that inspired me,” continued Amanda. “Thank you to the Pharr Memorial Library and the City of Pharr for this amazing opportunity!”
Featured Events:
FireFest – Thursday, October 16, 2025, from 6 PM to 9 PM
Get ready, Pharr! FIREFEST 2025 is here!
Join us on Thursday, October 16th from 6 PM–9 PM at Downtown Park for an evening of fun and fire safety awareness! Bring the whole family and charge into fire safety with us!
Date: Thursday, October 16, 2025 Time: 6 PM – 9 PM Location: Downtown Park (200 S. Cage Blvd., Pharr, TX 78577)
31st Rio Reforestation – Saturday, October 18, 2025, from 8 AM to 12 PM
Join us for the 31st Rio Reforestation on Saturday, October 18, 2025, in Pharr, TX! Help plant 10,000 native tree seedlings to create habitat for wildlife and migratory birds.
Date: Saturday, October 18, 2025 Time: 8 AM – 12 PM Location: Milagro Tract (904 W. Doffin Rd., Pharr, TX 78577)
Get ready, 
Date: Thursday, October 16, 2025
Time: 6 PM – 9 PM
Location: Downtown Park (200 S. Cage Blvd., 
