The Witte Museum is taking center stage on the San Antonio River this year, stepping in as grand marshal of the Ford Holiday River Parade as the institution celebrates its 100th birthday. Organizers announced Tuesday that the downtown lighted-boat procession on the day after Thanksgiving, scheduled for Nov. 27, will spotlight the museum as a centennial centerpiece while the River Walk flips on its holiday lights and the city effectively kicks off the season.
River Walk operations director Roslyn Castaneda unveiled both the Witte's new role and this year's theme, "Holiday Wishes Come True," at a news conference, according to KSAT. Castaneda said the event typically pulls in more than 75,000 spectators each year and framed the museum's selection as a nod to one of San Antonio's oldest cultural anchors. The announcement itself was held at the Witte as part of its ongoing centennial programming.
What to Expect on the River Walk
The 45th annual Ford Holiday River Parade is set to start at 6 p.m. at the Tobin Center, with a live broadcast from the Arneson River Theatre, according to the River Walk's event page. Organizers are lining up illuminated floats, entertainment boats and roughly 200,000 holiday lights that will glow along the River Walk from sundown through early January. Many restaurants on the route are offering dinner-and-ticket bundles for people who prefer to watch with a plate in front of them rather than from the sidewalk.
Tickets are on sale now through the River Walk's portal, and there is a free, first-come, first-served viewing area along the stretch between Pecan Street and Richmond Avenue for those who are quick and willing to stake out a spot early. Whether you spring for seats or stick to the free section, organizers expect heavy demand up and down the river.
Why the Witte?
The Witte has been rolling out centennial exhibitions, member events and special programming throughout 2026 to mark its 100th year, according to the Witte Museum. That schedule makes the grand marshal role a natural fit, giving the museum a big public stage to highlight its exhibits and outreach for a crowd that stretches well beyond regular museumgoers. The calendar also lines up with other holiday happenings planned at venues along the River Walk, with special fall and winter attractions continuing into December and beyond.
Organizers note that children age 2 and older will need tickets, and that strollers, ice chests and carriers are not allowed on the River Walk during the parade, according to the event page. ADA viewing sections with designated seating will be available. With seats typically in high demand, River Walk officials recommend reserving dinner-and-ticket packages or seat tickets early for preferred views. For complete ticket rules and a detailed parade route map, see the River Walk's event page at the San Antonio River Walk.
