Executive — Morrison Homes tract series in Pleasanton (1976)

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.

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.

Where is Pleasanton Valley in Pleasanton?

Annotated aerial map showing the boundaries of the Pleasanton Valley neighborhood in Pleasanton.
Annotated aerial map of the Pleasanton Valley neighborhood in Pleasanton, California. Base imagery from Google Maps.

Selling the tract

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.

A November 1977 Contra Costa Times photo showing the exterior of the original Plan 2213 model home in Pleasanton Valley.
From a November 1977 Contra Costa Times photo—the exterior of the tri-level Plan 2213 model as it originally appeared in 1977.

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.

Pricing history of Pleasanton Valley homes

  • 1976: $72,450 +
  • 1977: $87,500 - $101,500

The homes of Pleasanton Valley

When the Executive Series at Pleasanton Valley opened, buyers toured a carefully staged collection of Morrison model homes showcasing the neighborhood’s mix of architecture, indoor-outdoor living, and family-oriented floor plans. Though individual elevations varied, these original models helped define much of the neighborhood’s visual identity.

The four original models opened in 1976 on Dudley Court.

Site of the fourth model home complex in Pleasanton Valley, opened in 1976 for executive-style homes.
Annotated aerial map of the Pleasanton Valley model home complex on Dudley Court. Base imagery from Apple Maps.

Model homes of Pleasanton Valley

1. The Rivershore (Model 174) - 3 bedrooms, 2 bathrooms, 1,736 sq. ft.

2. The Heatherspring (Model 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.

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

Current appearance of the original Rivershore home in Pleasanton Valley.
Original Rivershore model today via Google Street View.

Current appearance of the original Heatherspring home in Pleasanton Valley.
Original Heatherspring model today via Google Street View.

Current appearance of the original 2213 home in Pleasanton Valley.
Original 2213 model today via Google Street View.

Current appearance of the original 183 home in Pleasanton Valley.
Original 183 model today via Google Street View.

Legacy of Pleasanton Valley

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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