Ford Holiday River Parade & Lighting Ceremony

The Ford Holiday River Parade & Lighting Ceremony returns to the Riverwalk on Friday, November 27, 2026, and if you're looking for a spot to watch it without fighting for a patch of sidewalk, Hard Rock Cafe San Antonio is selling tickets to view the whole thing from their space. It's one of those San Antonio traditions that marks the start of the holiday season, and having a reserved seat changes the experience from a scramble for a good view to something you can actually sit back and enjoy.

The parade itself is the main event: floats and performers moving down the Riverwalk, with the lighting ceremony as the big moment. From the Hard Rock, you'll have a clear look at the procession as it passes by. It's a good way to take in the spectacle without the crowds that usually gather along the banks, especially if you're bringing a group.

Logistically, it's a Friday night. The event runs from 7 PM to 9:30 PM, and doors open at 6:30 PM, so you've got a half-hour to get settled before things kick off. Tickets are $95++ per person for anyone ages 3 and up, and since it's on the Riverwalk, you're right in the middle of the action. If you've done the parade from the sidewalk before, you know how early you usually have to arrive to claim a spot; this puts you in a seat with a view already sorted.