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.
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| 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. |
Selling the series
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.
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| From a November 1977 Contra Costa Times photo—the exterior of the tri-level Plan 2213 model as it originally appeared in 1977. |
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| A vintage ad from October 1976 featuring the signature conversation pit in the 2213 model. |
Legacy of the Executive series
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.
Exploring the original Executive series today
Although the sales office is long gone and the advertisements have faded, the original Executive series model homes remain part of the neighborhood. These homes gave prospective buyers their first glimpse of Morrison's vision for suburban living in 1976.
Today, they provide a tangible connection to Pleasanton Valley's earliest days. The guide below documents the original model home complex, the homes themselves, and how they appear today.
The original prices
- 1976: $72,450 +
- 1977: $87,500 - $101,500
The original model home complex
The Executive series' four original model homes were arranged on Dudley Court around a temporary sales complex that welcomed prospective buyers during the neighborhood's grand opening in 1976. While the sales office disappeared long ago, the model homes remain, allowing visitors to trace the neighborhood's beginnings more than fifty years later.
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| Annotated aerial map of the Executive series model home complex on Dudley Court. Base imagery from Apple Maps. |
The original model homes
1. The Rivershore (Model 174) - 3 bedrooms, 2 bathrooms, 1,736 sq. ft.
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| Original Rivershore model today via Google Street View. |
2. The Heatherspring (Model 2216) - 4 bedrooms or 3 with a retreat or den, 2.5 bathrooms, 2,164 sq. ft.
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| Original Heatherspring model today via Google Street View. |
3. The 2213 - 4 bedrooms or 3 with a retreat or den, 2.5 bathrooms, 2,134 sq. ft.
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| Original 2213 model today via Google Street View. |
4. The 183 - 4 bedrooms, 2 bathrooms, 1,831 sq. ft.
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| Original 183 model today via Google Street View. |
Related stories
- Morrison Pleasanton Valley series (Pleasanton, 1964)
- Morrison Walnut Grove series (Pleasanton, 1966)
- Morrison Something Special series (Pleasanton, 1969)
- Creeks Bend (Pleasanton, 1978)
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