About this Event
🎄 Ford Holiday River Parade at Hotel Contessa
Friday, November 27, 2026
Experience the magic of the holidays from reserved seating directly along the San Antonio River Walk at Hotel Contessa.
Watch the River Walk come alive beneath thousands of twinkling lights as illuminated holiday floats, festive performers, and seasonal displays make their way along the river during the annual Ford Holiday River Parade.
But the celebration begins before the parade arrives.
Join us early for a festive pre-parade celebration filled with live holiday entertainment, Santa photos, family-friendly activities, complimentary hot cocoa and holiday treats, and plenty of holiday cheer.
Premium seating and VIP experiences are limited, so early reservations are highly recommended.
🎟️ CHOOSE YOUR PARADE EXPERIENCE
2nd & 3rd Row Seating | $55
Enjoy a reserved seat along the River Walk with access to Hotel Contessa’s full pre-parade celebration.
Your experience includes:
- Reserved 2nd or 3rd Row parade seat
- Access to pre-parade festivities
- Live holiday entertainment
- Photos with Santa
- Holiday face painting
- Family-friendly activities
- Complimentary hot cocoa + holiday treats
- Access to Hotel Contessa’s indoor areas, restrooms, and bars
Front Row Seating | $75
Get even closer to the holiday magic with a Front Row seat directly along the San Antonio River Walk.
Your experience includes everything offered with 2nd/3rd Row seating, plus a reserved first-row chair closest to the parade route.
Premium Marriage Island Seating | $120
Experience the parade from one of the River Walk’s most distinctive locations.
Marriage Island seating is extremely limited and includes:
- Premium Marriage Island parade seating
- Unobstructed River Walk views
- One complimentary alcoholic beverage for guests 21+
- Complimentary valet parking
- Access to all pre-parade festivities
- Complimentary hot cocoa + holiday treats
✨ MAKE IT VIP | 21+
Turn parade night into a full holiday celebration with access to Hotel Contessa’s private Holiday VIP Party.
VIP experiences are available with 2nd/3rd Row, Front Row, and premium Marriage Island seating, so your VIP ticket includes both admission to the private party and your reserved parade seat.
Your VIP experience includes:
- Private adults-only holiday party
- Chef-inspired holiday bites
- Two handcrafted cocktails
- Private cash bar
- Express chair massages from The Spa at Hotel Contessa
- Holiday crafting experience
- Complimentary valet parking
- Entry into our VIP Stay Giveaway for a complimentary one-night stay at Hotel Contessa
Celebrate upstairs with food, cocktails, music, and holiday activities before making your way to your reserved River Walk seat for the parade.
VIP admission is exclusively for guests ages 21+. Space is limited.
🎅 MORE THAN A PARADE
All parade ticket holders are invited to arrive early and enjoy Hotel Contessa’s Holiday Pre-Parade Celebration.
Get into the holiday spirit with:
- Live holiday entertainment
- Live mariachi + student ensemble
- Photos with Santa
- Holiday face painting
- Family-friendly crafting station
- Complimentary hot cocoa + holiday treats
- Festive cocktails + additional food available for purchase
- Access to Hotel Contessa’s indoor lounge, restrooms, and bars
Then find your reserved seat and watch the San Antonio River Walk transform for one of the city’s most beloved holiday traditions.
🕯️ EVENT SCHEDULE
4:00 PM | Parade Check-In Opens
Check in at the Hotel Contessa lobby and receive your event credentials.
Pre-Parade Celebration
Arrive early to enjoy live holiday entertainment, Santa photos, family-friendly activities, complimentary hot cocoa and holiday treats, and more.
VIP Holiday Party | 21+
VIP guests can enjoy the private celebration with holiday bites, cocktails, entertainment, activities, and more before the parade.
6:00 PM | Ford Holiday River Parade Begins
Approximately 6:45–7:00 PM | Parade Viewing at Hotel Contessa
Settle into your reserved seat as illuminated floats and performers make their way along the San Antonio River Walk. Parade arrival time at Hotel Contessa is estimated and subject to change.
Following the Parade | Continue the Celebration
Keep the evening going at Ambler Texas Kitchen + Cocktails with festive cocktails, dinner, and holiday ambiance along the River Walk.
🚗 PARKING INFORMATION
VIP + Marriage Island Guests: Complimentary valet parking is included with your ticket.
General + Front Row Guests: Event parking is not included. We strongly recommend using rideshare or nearby public parking due to increased holiday traffic and activity downtown.
On-site valet availability is limited.
📋 IMPORTANT EVENT INFORMATION
Every guest needs a ticket. Each attendee, including children, must have their own ticket and reserved seat.
VIP is 21+ only. A valid photo ID may be required for entry to the VIP Holiday Party.
Seating is assigned. Guests must select their seats during purchase.
Section J16 is located beneath the Presa Street Bridge and has a low clearance of approximately 7 feet.
Section J14 may have partial sightline obstructions due to River Walk landscaping.
Hotel Contessa will do its best to provide optimal viewing; however, landscaping and other conditions outside the hotel’s control may affect individual sightlines.
Outside food and beverages are not permitted. Additional food, holiday cocktails, and other beverages will be available for purchase.
Parade timing is estimated. Exact arrival time at Hotel Contessa may vary.
All ticket sales are final. No refunds or exchanges will be issued.
The Ford Holiday River Parade is an independently operated city event. In the event of a parade delay, schedule change, or cancellation, Hotel Contessa event tickets remain non-refundable.
🎁 TURN PARADE NIGHT INTO A HOLIDAY GETAWAY
Stay steps from the festivities with an all-suite escape at Hotel Contessa.
Experience the magic of Christmas on the San Antonio River Walk, enjoy the Ford Holiday River Parade from the heart of the celebration, then retreat to your spacious suite overlooking downtown San Antonio.
Event venue & nearby stays
Hotel Contessa, 306 West Market Street, San Antonio, United States
Concerts, fests, parties, meetups — all the happenings, one place.