Among the local memorabilia I've collected have been a few matchbook covers. Essentially an extinct means of advertising as of in the twenty-first century, vintage matchbooks can serve as an easy and inexpensive way to get a peek into the establishments and hangouts of the previous century. In most cases, these places are now long gone, but once in a while you come across the rare business that's still operating today in some form. One of these establishments is the old Valhalla of Dallas motel. Once I'd gotten my hands on the matchbook cover and confirmed the motel's continued existence in 2024, I took a trip down to South Dallas for a look.
From what I've found researching historical newspaper archives and city directories, the Valhalla was constructed in 1952 off what was then (and technically still is today) U.S. Highway 77. Located some six miles' driving distance from Downtown Dallas, the motel boasted a total of twenty* air-conditioned units and a swimming pool, and a total of 1.9 acres of land. Electric heat and in-room telephones and televisions were among the advertised conveniences. The long gone A. Harris shopping center, converted by the Dallas Independent School District into Nolan Estes Educational Plaza in 1978 and today the site of Maya Angelou High School, was situated behind the motel, adding yet another draw for travelers who opted to make the Valhalla their home for the night. The overall picture painted is a rosy one of great accommodations and area conveniences. But as demographics changed and money and investment began to leave the neighborhood, it appears that the complex, in keeping with the rest of the area, fell upon less prosperous times. An early 1960s postcard depicts a nice, clean motel with the swimming pool being enjoyed by apparently relaxed and happy patrons. It seems that even by then, the Valhalla was becoming a bit more of a seedier establishment. "It was a great motel for those of us who went to South Oak Cliff High School to have drinking parties on weekends. It was cheap and no one asked questions," remembered one commenter on a 2011 Flickr posting. "It was called The Valhalla back then & was probably a "no tell" motel even back in the 60's," recalled another.
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