Felip Urgell, president of the Associació Reis d’Orient del Vendrell (Three Kings Association) since 2017, led the celebration of the parade's centenary, a milestone reached in 2026. The entity has 250 associated members and a nine-person board of directors. His father, Jordi Urgell, was a historical leader of the organization for two decades.
“"As a regional capital, we try to involve as many people as possible, and it is formed by 9 floats and a royal entourage of 90 pages and 15 characters, besides the Kings, of course."
The tradition began in 1926, promoted by the Orfeó Parroquial and La Lira Vendrellenca. In that first edition, Their Majesties the Three Kings made a small route through the center of El Vendrell with three horses up to the town hall. Since then, the celebration has grown significantly, adapting to urban and social changes.
Currently, the parade mobilizes about 250 people, including pages, characters, and surveillance staff. The organization of all events, from collecting letters to hiring bands and brass bands, begins in August. Furthermore, the task of gift distribution has grown to cover 15 sectors, involving about sixty people and thirty vehicles.
To commemorate the centenary, an exhibition was organized which has had “very good acceptance,” according to Urgell. This exhibition allowed visitors to learn about the evolution of the arrival of the Three Kings of the East in El Vendrell, highlighting the change from the initial three distribution sectors to the current 15.
