The celebration usually kicks off during the first week and runs all the way until the feast day itself, which is January 15. This year, the activities began last January 7. Here's the line-up of activities to be held at SM City San Pablo. This is just the first batch. I'll be updating this once the next batch of activities are officially announced by SM, so do keep posted.
The highlight of the annual Coco Festival is the Street Dancing Competition, which will be held on January 13. The Float Parade and Coco Carnival Queen will also be held on the same day. For the complete schedule of activities, kindly refer to this site.