Skip to main content

Q&A: Global CMO Lee Applbaum

Jun 03, 2015 02:48PM ● Published by Dia

When Patrón was launched in 1989, the world was introduced to ultra-premium tequila. Today, Patrón accounts for more than 70 percent of sales in the ultra-premium tequila category, and the company has steadily expanded worldwide distribution to countries in Asia, Europe and South America. Global Chief Marketing Officer Lee Applbaum heads up the global sales and marketing offices, which are located in Southlake.

You were recently awarded The CMO’s Club Creativity Award. In what ways do you see yourself as a creative person?

While I am certainly honored by the recognition, the reality is that it is far more a reflection on the equila Patrón brand and organization than specifically on my work. I have the distinction of leading the global marketing organization, and as such, shepherding the brand, but the reality is that it takes a worldclass team to deliver truly breakthrough, creative work.

I like to think about our creativity more in terms of being innovative— ensuring that we are staying on top of the latest consumer and lifestyle trends and then delivering creative, programs, and experiences that support our positioning and tell our unique brand story and commitment to making the world’s best, artisanal tequila.

Trends in marketing via social media and multimedia channels have exploded over the past fi e years or so. How do these fit in o what you are accomplishing at Patrón Spirits?

Despite our leadership position (we have nearly a 70-percent market share in ultra-premium tequila), it’s staggering to think about the fact that until 2014 we really didn’t have a disciplined digital or social practice, and in some ways, weren’t even participating in some very basic platforms.

We launched our Twitter account (@patron) in mid-2014 and in a few short months had the largest spirits brand globally on the platform. That’s a reflection of the orld-class team that I have leading digital and social, but also consumers’ affinity or our brand and a reflection on h w passionate they are about engaging with it. We are one of the largest spirits brands globally on Facebook as well with nearly four million likes. The key, however, isn’t about followers or likes, but offering relevant content that drives consumer engagement.

How are you facing the challenges in distinguishing Patrón tequilas from the rest in the market?

Our brand enjoys unparalleled awareness and affinity stores. We have been mentioned in song lyrics across virtually every genre, appear in television shows and movies, and are regularly mentioned by or photographed with celebrities, musicians, and athletes— none of whom have ever been paid to do so, by the way.

All of this is just organic, and a reflection on the power of our brand. That said, despite our brand’s popularity, it’s amazing how few consumers and members of the trade realize that we handcraft our tequila using only the most time-honored, traditional and artisanal methods.

Of the Patrón Spirit brands, which is your go-to for a cocktail you’d enjoy at home?

Right now, I’m really into an Old Fashioned made with our newly released Roca Patrón Reposado. The earthy, agave fl vor enhances the classic cocktail in ways I never would have imagined, and there are a number of bartenders around the DFW area making amazing versions of it. I’d think about tequila a little like wine— depends on your mood, the weather, what or who you’re enjoying it with— all those factors influen e what tequila you drink (Silver, Reposado, Añejo, for example) and how you want to enjoy it.

As a Southlake resident, where would you say are the best places to get a margarita around town? What makes these bars/ restaurants so special?

I’ve had some amazing margaritas in town ranging from the most casual Mexican restaurant to some very sophisticated ones at more upscale destinations. The good news is that we’re really blessed with great support from restaurants and bars in Southlake, and never take that for granted, despite our brand’s popularity.

In Print, Today Lee Applbaum Global CMO Lee Applbaum Patrón
  • DFW Toys for Tots Drive

    12/11/2017
    12:00AM

    Please make a generous donation of a new, unwrapped toy to a Southlake Starbucks location nearest...


  • Extreme Ornament Help-Create Events

    12/11/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/11/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/11/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Enchant Christmas Light Maze & Market

    12/11/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/11/2017
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Gift of Lights 2017

    12/11/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • DFW Toys for Tots Drive

    12/12/2017
    12:00AM

    Please make a generous donation of a new, unwrapped toy to a Southlake Starbucks location nearest...


  • Extreme Ornament Help-Create Events

    12/12/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/12/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/12/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • GRACE Christmas Cottage

    12/12/2017
    04:00PM — 07:00PM

    Celebrate the holidays with GRACE and help us collect toys for families in need at GRACE’s Christ...


  • Enchant Christmas Light Maze & Market

    12/12/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/12/2017
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Gift of Lights 2017

    12/12/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • DFW Toys for Tots Drive

    12/13/2017
    12:00AM

    Please make a generous donation of a new, unwrapped toy to a Southlake Starbucks location nearest...


  • Polymer Clay 6 Week Workshop with Deb Hart

    12/13/2017
    09:00AM — 04:00PM

    Deb is a world renowned polymer clay artist. She has written several books and tutorials. She has...


  • Extreme Ornament Help-Create Events

    12/13/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/13/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/13/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Holiday Pop-up

    12/13/2017
    04:00PM — 07:00PM

    You are invited to a special Holiday Pop-Up event at The Garden District at Southlake Town Square...


  • Enchant Christmas Light Maze & Market

    12/13/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/13/2017
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Gift of Lights 2017

    12/13/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • Cirque Du Soleil Varekai

    12/13/2017
    07:30PM

    After 15 years of performing around the world and thrilling more than 11 million people, Varekai ...


  • DFW Toys for Tots Drive

    12/14/2017
    12:00AM

    Please make a generous donation of a new, unwrapped toy to a Southlake Starbucks location nearest...


  • Traditional Ornament Help-Create Events

    12/14/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Extreme Ornament Help-Create Events

    12/14/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Holiday in the Park 2017

    12/14/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Enchant Christmas Light Maze & Market

    12/14/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/14/2017
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Gift of Lights 2017

    12/14/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • Cirque Du Soleil Varekai

    12/14/2017
    07:30PM

    After 15 years of performing around the world and thrilling more than 11 million people, Varekai ...


  • DFW Toys for Tots Drive

    12/15/2017
    12:00AM

    Please make a generous donation of a new, unwrapped toy to a Southlake Starbucks location nearest...


  • Extreme Ornament Help-Create Events

    12/15/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/15/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/15/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Enchant Christmas Light Maze & Market

    12/15/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/15/2017
    05:00PM — 11:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Fireside Holidays at Four Seasons

    12/15/2017
    06:00PM — 08:00PM

    Don't get your tinsel in a tangle this holiday season trying to figure out fun things to do with ...


  • Gift of Lights 2017

    12/15/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • PARTY ON!

    12/15/2017
    07:00PM — 10:30PM

    Join us each Friday night for our weekly ballroom dance party! A great mix of ballroom, latin, c...


  • Interlochen Lights 2017

    12/15/2017
    07:00PM — 11:00PM

    "Texas Best" Christmas Lights (as voted by the viewers of the Texas Country Reporter TV Show) are...


  • Cirque Du Soleil Varekai

    12/15/2017
    07:30PM

    After 15 years of performing around the world and thrilling more than 11 million people, Varekai ...


  • Traditional Ornament Help-Create Events

    12/17/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Extreme Ornament Help-Create Events

    12/17/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Holiday in the Park 2017

    12/17/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Enchant Christmas Light Maze & Market

    12/17/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/17/2017
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Gift of Lights 2017

    12/17/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • Interlochen Lights 2017

    12/17/2017
    07:00PM — 11:00PM

    "Texas Best" Christmas Lights (as voted by the viewers of the Texas Country Reporter TV Show) are...


  • Cirque Du Soleil Varekai

    12/17/2017
    07:30PM

    After 15 years of performing around the world and thrilling more than 11 million people, Varekai ...


  • DFW Toys for Tots Drive

    12/11/2017
    12:00AM

    Please make a generous donation of a new, unwrapped toy to a Southlake Starbucks location nearest...


  • Extreme Ornament Help-Create Events

    12/11/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/11/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/11/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Enchant Christmas Light Maze & Market

    12/11/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/11/2017
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Gift of Lights 2017

    12/11/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • DFW Toys for Tots Drive

    12/12/2017
    12:00AM

    Please make a generous donation of a new, unwrapped toy to a Southlake Starbucks location nearest...


  • Extreme Ornament Help-Create Events

    12/12/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/12/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/12/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • GRACE Christmas Cottage

    12/12/2017
    04:00PM — 07:00PM

    Celebrate the holidays with GRACE and help us collect toys for families in need at GRACE’s Christ...


  • Enchant Christmas Light Maze & Market

    12/12/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/12/2017
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Gift of Lights 2017

    12/12/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • DFW Toys for Tots Drive

    12/13/2017
    12:00AM

    Please make a generous donation of a new, unwrapped toy to a Southlake Starbucks location nearest...


  • Polymer Clay 6 Week Workshop with Deb Hart

    12/13/2017
    09:00AM — 04:00PM

    Deb is a world renowned polymer clay artist. She has written several books and tutorials. She has...


  • Extreme Ornament Help-Create Events

    12/13/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/13/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/13/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Holiday Pop-up

    12/13/2017
    04:00PM — 07:00PM

    You are invited to a special Holiday Pop-Up event at The Garden District at Southlake Town Square...


  • Enchant Christmas Light Maze & Market

    12/13/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/13/2017
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Gift of Lights 2017

    12/13/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • Cirque Du Soleil Varekai

    12/13/2017
    07:30PM

    After 15 years of performing around the world and thrilling more than 11 million people, Varekai ...


  • DFW Toys for Tots Drive

    12/14/2017
    12:00AM

    Please make a generous donation of a new, unwrapped toy to a Southlake Starbucks location nearest...


  • Extreme Ornament Help-Create Events

    12/14/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/14/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/14/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Enchant Christmas Light Maze & Market

    12/14/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/14/2017
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Gift of Lights 2017

    12/14/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • Cirque Du Soleil Varekai

    12/14/2017
    07:30PM

    After 15 years of performing around the world and thrilling more than 11 million people, Varekai ...


  • DFW Toys for Tots Drive

    12/15/2017
    12:00AM

    Please make a generous donation of a new, unwrapped toy to a Southlake Starbucks location nearest...


  • Extreme Ornament Help-Create Events

    12/15/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/15/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/15/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Enchant Christmas Light Maze & Market

    12/15/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/15/2017
    05:00PM — 11:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Fireside Holidays at Four Seasons

    12/15/2017
    06:00PM — 08:00PM

    Don't get your tinsel in a tangle this holiday season trying to figure out fun things to do with ...


  • Gift of Lights 2017

    12/15/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • PARTY ON!

    12/15/2017
    07:00PM — 10:30PM

    Join us each Friday night for our weekly ballroom dance party! A great mix of ballroom, latin, c...


  • Interlochen Lights 2017

    12/15/2017
    07:00PM — 11:00PM

    "Texas Best" Christmas Lights (as voted by the viewers of the Texas Country Reporter TV Show) are...


  • Cirque Du Soleil Varekai

    12/15/2017
    07:30PM

    After 15 years of performing around the world and thrilling more than 11 million people, Varekai ...


  • DFW Toys for Tots Drive

    12/16/2017
    12:00AM

    Please make a generous donation of a new, unwrapped toy to a Southlake Starbucks location nearest...


  • Breakfast with Santa at Four Seasons

    12/16/2017
    10:00AM — 12:00PM

    The jolly ol' elf joins Four Seasons Dallas for breakfast and holiday crafts. Kids, bring your C...


  • Extreme Ornament Help-Create Events

    12/16/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/16/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/16/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Enchant Christmas Light Maze & Market

    12/16/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/16/2017
    05:00PM — 11:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Gift of Lights 2017

    12/16/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • Interlochen Lights 2017

    12/16/2017
    07:00PM — 11:00PM

    "Texas Best" Christmas Lights (as voted by the viewers of the Texas Country Reporter TV Show) are...


  • Cirque Du Soleil Varekai

    12/16/2017
    07:30PM

    After 15 years of performing around the world and thrilling more than 11 million people, Varekai ...


  • Feel the excitement as the Las Colinas Symphony Orchestra celebrates a Holiday in Vienna! Joined ...


  • Extreme Ornament Help-Create Events

    12/17/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/17/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/17/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Enchant Christmas Light Maze & Market

    12/17/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/17/2017
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Gift of Lights 2017

    12/17/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • Interlochen Lights 2017

    12/17/2017
    07:00PM — 11:00PM

    "Texas Best" Christmas Lights (as voted by the viewers of the Texas Country Reporter TV Show) are...


  • Cirque Du Soleil Varekai

    12/17/2017
    07:30PM

    After 15 years of performing around the world and thrilling more than 11 million people, Varekai ...


  • Holiday Cookies Galore Camp (Ages 4-8)

    12/18/2017
    09:00AM — 12:00PM

    Come enjoy everyone’s favorite sweet holiday escape in this tasty camp where we’ll put your culin...


  • Holiday Cookies Galore Camp (Ages 9-Teen)

    12/18/2017
    01:00PM — 04:00PM

    Come enjoy everyone’s favorite sweet holiday escape in this tasty camp where we’ll put your culin...


  • Extreme Ornament Help-Create Events

    12/18/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/18/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/18/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • 2017 Magical Winter Lights

    12/18/2017
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Enchant Christmas Light Maze & Market

    12/18/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • Gift of Lights 2017

    12/18/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • Interlochen Lights 2017

    12/18/2017
    07:00PM — 11:00PM

    "Texas Best" Christmas Lights (as voted by the viewers of the Texas Country Reporter TV Show) are...


  • Holiday Cookies Galore Camp (Ages 4-8)

    12/19/2017
    09:00AM — 12:00PM

    Come enjoy everyone’s favorite sweet holiday escape in this tasty camp where we’ll put your culin...


  • Holiday Cookies Galore Camp (Ages 9-Teen)

    12/19/2017
    01:00PM — 04:00PM

    Come enjoy everyone’s favorite sweet holiday escape in this tasty camp where we’ll put your culin...


  • Extreme Ornament Help-Create Events

    12/19/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/19/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/19/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Enchant Christmas Light Maze & Market

    12/19/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/19/2017
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Gift of Lights 2017

    12/19/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • Interlochen Lights 2017

    12/19/2017
    07:00PM — 11:00PM

    "Texas Best" Christmas Lights (as voted by the viewers of the Texas Country Reporter TV Show) are...


  • Holiday Cookies Galore Camp (Ages 4-8)

    12/20/2017
    09:00AM — 12:00PM

    Come enjoy everyone’s favorite sweet holiday escape in this tasty camp where we’ll put your culin...


  • Holiday Cookies Galore Camp (Ages 9-Teen)

    12/20/2017
    01:00PM — 04:00PM

    Come enjoy everyone’s favorite sweet holiday escape in this tasty camp where we’ll put your culin...


  • Extreme Ornament Help-Create Events

    12/20/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/20/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/20/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Enchant Christmas Light Maze & Market

    12/20/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/20/2017
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Gift of Lights 2017

    12/20/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • Interlochen Lights 2017

    12/20/2017
    07:00PM — 11:00PM

    "Texas Best" Christmas Lights (as voted by the viewers of the Texas Country Reporter TV Show) are...


  • Holiday Cookies Galore Camp (Ages 4-8)

    12/21/2017
    09:00AM — 12:00PM

    Come enjoy everyone’s favorite sweet holiday escape in this tasty camp where we’ll put your culin...


  • Holiday Cookies Galore Camp (Ages 9-Teen)

    12/21/2017
    01:00PM — 04:00PM

    Come enjoy everyone’s favorite sweet holiday escape in this tasty camp where we’ll put your culin...


  • Extreme Ornament Help-Create Events

    12/21/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/21/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/21/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Enchant Christmas Light Maze & Market

    12/21/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/21/2017
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Gift of Lights 2017

    12/21/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • Interlochen Lights 2017

    12/21/2017
    07:00PM — 11:00PM

    "Texas Best" Christmas Lights (as voted by the viewers of the Texas Country Reporter TV Show) are...


  • Holiday Cookies Galore Camp (Ages 4-8)

    12/22/2017
    09:00AM — 12:00PM

    Come enjoy everyone’s favorite sweet holiday escape in this tasty camp where we’ll put your culin...


  • Holiday Cookies Galore Camp (Ages 9-Teen)

    12/22/2017
    01:00PM — 04:00PM

    Come enjoy everyone’s favorite sweet holiday escape in this tasty camp where we’ll put your culin...


  • Extreme Ornament Help-Create Events

    12/22/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/22/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/22/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Kid's Night Out

    12/22/2017
    05:00PM — 09:00PM

    Parents can enjoy last minute Christmas shopping while the kids have a blast swimming, eating piz...


  • Enchant Christmas Light Maze & Market

    12/22/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/22/2017
    05:00PM — 11:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Fireside Holidays at Four Seasons

    12/22/2017
    06:00PM — 08:00PM

    Don't get your tinsel in a tangle this holiday season trying to figure out fun things to do with ...


  • Gift of Lights 2017

    12/22/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • PARTY ON!

    12/22/2017
    07:00PM — 10:30PM

    Join us each Friday night for our weekly ballroom dance party! A great mix of ballroom, latin, c...


  • Interlochen Lights 2017

    12/22/2017
    07:00PM — 11:00PM

    "Texas Best" Christmas Lights (as voted by the viewers of the Texas Country Reporter TV Show) are...


  • Breakfast with Santa at Four Seasons

    12/23/2017
    10:00AM — 12:00PM

    The jolly ol' elf joins Four Seasons Dallas for breakfast and holiday crafts. Kids, bring your C...


  • Extreme Ornament Help-Create Events

    12/23/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/23/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/23/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Enchant Christmas Light Maze & Market

    12/23/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/23/2017
    05:00PM — 11:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Gift of Lights 2017

    12/23/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • Interlochen Lights 2017

    12/23/2017
    07:00PM — 11:00PM

    "Texas Best" Christmas Lights (as voted by the viewers of the Texas Country Reporter TV Show) are...


  • Extreme Ornament Help-Create Events

    12/24/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/24/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/24/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Enchant Christmas Light Maze & Market

    12/24/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/24/2017
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Gift of Lights 2017

    12/24/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • Interlochen Lights 2017

    12/24/2017
    07:00PM — 11:00PM

    "Texas Best" Christmas Lights (as voted by the viewers of the Texas Country Reporter TV Show) are...


  • Extreme Ornament Help-Create Events

    12/25/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/25/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/25/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Enchant Christmas Light Maze & Market

    12/25/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/25/2017
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Gift of Lights 2017

    12/25/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • Interlochen Lights 2017

    12/25/2017
    07:00PM — 11:00PM

    "Texas Best" Christmas Lights (as voted by the viewers of the Texas Country Reporter TV Show) are...


  • Dine For Dragons: December 26

    12/26/2017
    07:00AM — 12:00AM

    Eat in. Take out. Help fuel Carroll Education Foundation with every meal on December 26. Restaura...


  • Winter Mystery Basket Camp (Ages 4-8)

    12/26/2017
    09:00AM — 12:00PM

    Calling all chefs! Cooking shows have nothing on Taste Buds Kitchen's tasty cooking extravaganzas...


  • Winter Mystery Basket Camp (Ages 9-Teen)

    12/26/2017
    01:00PM — 04:00PM

    Calling all chefs! Cooking shows have nothing on Taste Buds Kitchen's tasty cooking extravaganzas...


  • Extreme Ornament Help-Create Events

    12/26/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/26/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/26/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Enchant Christmas Light Maze & Market

    12/26/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/26/2017
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Gift of Lights 2017

    12/26/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • Interlochen Lights 2017

    12/26/2017
    07:00PM — 11:00PM

    "Texas Best" Christmas Lights (as voted by the viewers of the Texas Country Reporter TV Show) are...


  • Winter Mystery Basket Camp (Ages 4-8)

    12/27/2017
    09:00AM — 12:00PM

    Calling all chefs! Cooking shows have nothing on Taste Buds Kitchen's tasty cooking extravaganzas...


  • Winter Mystery Basket Camp (Ages 9-Teen)

    12/27/2017
    01:00PM — 04:00PM

    Calling all chefs! Cooking shows have nothing on Taste Buds Kitchen's tasty cooking extravaganzas...


  • Extreme Ornament Help-Create Events

    12/27/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/27/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/27/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Enchant Christmas Light Maze & Market

    12/27/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/27/2017
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Gift of Lights 2017

    12/27/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • Winter Mystery Basket Camp (Ages 4-8)

    12/28/2017
    09:00AM — 12:00PM

    Calling all chefs! Cooking shows have nothing on Taste Buds Kitchen's tasty cooking extravaganzas...


  • Winter Mystery Basket Camp (Ages 9-Teen)

    12/28/2017
    01:00PM — 04:00PM

    Calling all chefs! Cooking shows have nothing on Taste Buds Kitchen's tasty cooking extravaganzas...


  • Extreme Ornament Help-Create Events

    12/28/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/28/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/28/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Enchant Christmas Light Maze & Market

    12/28/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/28/2017
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Gift of Lights 2017

    12/28/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • Winter Mystery Basket Camp (Ages 4-8)

    12/29/2017
    09:00AM — 12:00PM

    Calling all chefs! Cooking shows have nothing on Taste Buds Kitchen's tasty cooking extravaganzas...


  • Winter Mystery Basket Camp (Ages 9-Teen)

    12/29/2017
    01:00PM — 04:00PM

    Calling all chefs! Cooking shows have nothing on Taste Buds Kitchen's tasty cooking extravaganzas...


  • Extreme Ornament Help-Create Events

    12/29/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/29/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/29/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Enchant Christmas Light Maze & Market

    12/29/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/29/2017
    05:00PM — 11:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Gift of Lights 2017

    12/29/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • PARTY ON!

    12/29/2017
    07:00PM — 10:30PM

    Join us each Friday night for our weekly ballroom dance party! A great mix of ballroom, latin, c...


  • Extreme Ornament Help-Create Events

    12/30/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Traditional Ornament Help-Create Events

    12/30/2017
    02:00PM — 06:00PM

    Bring the kids and drop in for one of Vetro’s Traditional Ornament Help-Create events, *select da...


  • Holiday in the Park 2017

    12/30/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Enchant Christmas Light Maze & Market

    12/30/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    12/30/2017
    05:00PM — 11:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Gift of Lights 2017

    12/30/2017
    06:00PM

    The Gift of Lights is a Texas-sized Drive Thru light park hosted at Texas Motor Speedway with a p...


  • Extreme Ornament Help-Create Events

    12/31/2017
    02:00PM — 06:00PM

    Unleash your inner elf during Vetro’s Extreme Ornament Help-Create events, *select dates and time...


  • Holiday in the Park 2017

    12/31/2017
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • 2017 Magical Winter Lights

    12/31/2017
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Enchant Christmas Light Maze & Market

    12/31/2017
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • Ring in New Years Eve at Truluck's

    12/31/2017
    05:00PM — 12:00AM

    This New Year's Eve (December 31), Truluck's has two options for diners to ring in the New Year: ...


  • Holiday in the Park 2017

    01/01/2018
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • Enchant Christmas Light Maze & Market

    01/01/2018
    05:00PM — 11:00PM

    The Lone Star State is about to get a lot brighter as Enchant, The World's Largest Christmas Ligh...


  • 2017 Magical Winter Lights

    01/01/2018
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Holiday in the Park 2017

    01/02/2018
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • 2017 Magical Winter Lights

    01/02/2018
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Holiday in the Park 2017

    01/03/2018
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • 2017 Magical Winter Lights

    01/03/2018
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Holiday in the Park 2017

    01/04/2018
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • 2017 Magical Winter Lights

    01/04/2018
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Holiday in the Park 2017

    01/05/2018
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • 2017 Magical Winter Lights

    01/05/2018
    05:00PM — 11:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Holiday in the Park 2017

    01/06/2018
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • 2017 Magical Winter Lights

    01/06/2018
    05:00PM — 11:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Holiday in the Park 2017

    01/07/2018
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • 2017 Magical Winter Lights

    01/07/2018
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


  • Holiday in the Park 2017

    01/08/2018
    02:00PM — 10:00PM

    Holiday in the Park is back for select days from November 17-January 7 at Six Flags Over Texas. I...


  • 2017 Magical Winter Lights

    01/08/2018
    05:00PM — 10:00PM

    Magical Winter Lights is a spectacular, larger-than-life festival that presents a fresh multicult...


Read This Month's Digital Issue
STAY CONNECTED
FOLLOW US ON INSTAGRAM