Pleasanton Valley history: Morrison's 1976–1977 Executive Series homes

In March 1976, Morrison Homes launched its fourth phase of development in Pleasanton Valley — the Executive Series. Designed with a new kind of homebuyer in mind, this collection targeted professionals with growing families who wanted more than just space — they wanted style.

These homes embraced the architectural shifts of the mid-1970s, featuring cathedral ceilings, exposed wood beams, sunken living areas, and open floor plans. Wax-free vinyl flooring, large kitchen islands, and formal dining spaces gave these homes a sense of luxury without excess.

Marketing a return to elegance

1976 ad for Pleasanton Valley’s executive homes promoting elegance and modern interiors.
From the Jun 1976 Oakland Tribune—"Unusually large,” as Morrison’s ads called them, these three- and four-bedroom homes were built on pool-sized lots— a quiet upgrade from the denser layouts of earlier phases.

Morrison’s 1976 marketing leaned into a refined, even aspirational tone. One ad promised a “return to elegance,” while another boasted interiors “designed for the way executives really live.”

These homes reflected Pleasanton’s changing identity — no longer just a small town but an emerging suburban hub with commuter families, tech professionals, and upward mobility.

The homes of 1976 Pleasanton Valley

The Executive Series model complex opened in 1976 on Dudley Court, just west of the earlier Pleasanton Valley phases.

Site of the fourth model home complex in Pleasanton Valley, opened in 1976 for executive-style homes.
Site of the Pleasanton Valley Executive Series model home complex on Dudley Court.

Pricing history

  • 1976: $72,450 +
  • 1977: approximately $100,000

Model homes

1. The 174 - 3 bedrooms, 2 bathrooms, 1,736 sq. ft.

2. The 2216 - 4 bedrooms or 3 with a retreat or den, 2.5 bathrooms, 2,164 sq. ft.

3. The 2213 - 4 bedrooms or 3 with a retreat or den, 2.5 bathrooms, 2,134 sq. ft.

1976 photo of a sunken conversation area in the 2213 model, showcasing open-plan design.
A vintage ad from October 1976 featuring the signature conversation pit in the 2213 model.

4. The 183 - 4 bedrooms, 2 bathrooms, 1,831 sq. ft.

Executive Series today

Nearly 50 years later, these homes still carry the distinct touches of 1970s design — from vaulted ceilings to spacious layouts that continue to appeal to modern families.

The 174 today

Original 174 model home from 1976; photo of current exterior.
Original 174 model home from 1976; photo shows updated exterior.

The 2216 today

Original 2216 model home with retreat or den option; photo of modern version.
Original 2216 model home, offering optional den or retreat; modern photo included..

The 2213 today

Original 2213 model home with conversation pit; current version shown with updated features.
Original 2213 model featuring a conversation pit and open plan; photo shows current version.

The 183 today

Original 183 model home with 4 bedrooms; present-day version shown.
Original 183 model home with four bedrooms; present-day version shown.

Buildout & final notes

By late 1977, all 79 Executive Series homes had been sold — completing this penultimate phase of Pleasanton Valley. The floor plans would later influence designs in Creeks Bend, though on a smaller scale.

While not the flashiest chapter in the Pleasanton Valley story, the Executive Series marked a subtle evolution — one that blended comfort, design innovation, and practicality for the maturing suburb Pleasanton was becoming.

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