Santa’s Holiday Parade 2024
Presented by KWTX
For more than 25 years, families from across Central Texas have gathered at Richland Mall to celebrate one of Waco’s most beloved holiday traditions — Santa’s Holiday Parade. It’s that special time when laughter fills the air, music echoes through the mall, and the holiday season officially begins.
This year’s parade, presented by our longtime partner KWTX, promises to be brighter and more festive than ever. Brady Taylor, meteorologist from KWTX, will host the event live from Santa’s Holiday Home in the JCPenney Court, where families will gather to see Santa make his grand arrival in his brand-new ride provided by Allen Samuels Dodge Chrysler Jeep Dodge Ram Jeep. The festivities begin at 4:00 PM, with music, performances, and holiday cheer leading up to Santa’s arrival at 6:00 PM.
🎶 Event Schedule
At Santa’s Holiday Home (JCPenney Court)
- 4:00 PM – DJ Wall of Sound kicks off the music
- 4:30 PM – Salvation Army Kettle Kick-Off with The Salvation Army Band
- 5:00 PM – Harmony Science Academy Cheer
- 5:15 PM – Harmony Science Academy Harmonic Voices
- 5:30 PM – Connally Elementary Choir
- 5:45 PM – Mountainview Honor Choir
- 6:00 PM – Santa Arrives!
- 6:10 PM – First SNOW Show of the Season!
- 6:15 PM – Official start of the Holiday Season at Richland Mall
At the Food Court
- 5:15 PM – Marching Band / Drum Line (TBA)
- 5:30 PM – Parade Line-Up
- 5:40 PM – Santa’s Holiday Parade Begins!
And then, the magic truly begins. At 6:10 PM, as Santa steps into his holiday home, the first SNOW of the season begins to fall inside Richland Mall! The snowflakes drift down, the music swells, and children’s laughter fills the air. It’s one of the most magical moments of the year — and the start of a tradition that continues all season long, with snow falling every weekend, every hour on the hour, through the holidays.
Guests can enjoy extra treats and surprises throughout the evening. The first 300 guests will warm up with free hot chocolate from Auntie Anne’s Pretzels. Families can also snap photos with special guests including Glisten the Reindeer from Build-A-Bear, Shieldy from The Salvation Army, and the always-popular Chick-fil-A Cow.
This year’s Santa’s Holiday Parade celebrates everything we love about the holidays — family, community, and the joy of coming together. It’s the kind of event that creates memories to last a lifetime. Every year, we see parents who once came as children now bringing their own little ones to share in the same magic, proving that Richland Mall truly is where holiday traditions live on.
We’d like to give a heartfelt thank-you to our incredible sponsors who help make this event possible — KWTX, Allen Samuels Dodge Chrysler Jeep Ram Fiat, Auntie Anne’s Pretzels, along with our friends at Build-A-Bear, The Salvation Army, and Chick-fil-A for spreading extra holiday cheer.
So bundle up, bring the family, and make plans to join us for this unforgettable evening of music, magic, and snow. The 2025 Santa’s Holiday Parade at Richland Mall is more than an event — it’s a community tradition and the most joyful way to kick off the holiday season.
For details on how to participate or perform, please contact Brad King at Brad.King@cblproperties.com or call 254-633-4718.
Santa’s Holiday Parade 2024 — Where the Magic, the Music, and the Memories Begin! 🎄