The Alamo Plaza Sign is Returning to Fort Worth Avenue -- in Three Pieces

Categories: Preservation

When preservationists began lobbying Sylvan 30 developer Brent Jackson to return the Alamo Plaza sign to its home along Fort Worth Avenue, this isn't what they had in mind.

From the Sylvan 30 website:

We've heard you and we agree: The Alamo Plaza sign will stay at Sylvan | Thirty. Here's how it's going to be done:

The sign's three main elements - the starburst; the red & white Alamo silhouette & yellow arrow; and the maroon & white "Alamo Plaza" - will be refurbished and repurposed as three beautiful and powerful sculptures across the site.

Specifically, the starburst will be the centerpiece of the gateway plaza at I-30 & Sylvan Avenue; the Alamo silhouette and arrow will be placed together in the park area at the center of our development; and the large Alamo Plaza portion will be used as a backdrop for the the pocket park.

Additionally, we will create signage that talks about the motor-court hotels that once lined the Fort Worth Avenue corridor, including the Alamo Plaza.

Michael Amonett, former president of the Old Oak Cliff Conservation League and an advocate of keeping the sign in one piece, told the Morning News in an email that he was disappointed.

"Yes, people said they wanted the sign on site at Sylvan Thirty but no one wanted it destroyed to make that happen," he wrote. "I personally would prefer Jackson give the sign to someone who will appreciate it. I'd even prefer it end up in the Boneyard. A very sad day."

That's one way of looking at it. The other is expressed in the comments on Sylvan 30's website: "I think this is a reasonable answer. What began as simple advertising will be honored as art."

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Do you honestly believe that a Dallas developer would do as they say?  Silly preservationists...

Translation: We never intended to keep it anyway and this is the best you will get since we are North Dallas financial backers connected to The Dallas Citizens Council who dislike Dallas history and anything older than last week. So with that in mind, thank you for caring, have a great holiday weekend and fuck you.


It's almost enough to make me wish the hookers come back


"We've heard you..." 

No, you didn't. Try again.


Wait wait wait  I just dusted off My Rosetta Stone of  Corporate speak  I can translate it the letter now  And it says Thanks for the help and believing in the dream we put forth for all to see.and hear but gosh you neglected to get it  on paper as a  signed  actual commitment .  We got our TIT /TIF money so Fuck Y'ALL .


This is bullshit. 

Myrna.Minkoff-Katz topcommenter

What a shame.  There is a gross disregard in Dallas for these treasures from a bygone era.  But I'm happy the Belmont was saved.  San Antonio has a lovely downtown thanks to people who had foresight and a regard for old architectural gems, whereas Dallas' downtown will continue to struggle to be more than a pit of glass towers and trashy parking lots thanks to its overzealous use of the wrecking ball.

observist topcommenter

@Myrna.Minkoff-Katz Hey, those trashy parking lots are vintage.  Soon the folded-money slot lock boxes will be gone, replaced by soulless credit card swiping devices.  Already people are snipping off the little galvanized metal push sticks to meet the demand of rich collectors in New York, Tokyo and Hong Kong. We need to protect the folded-money slot boxes now before they're gone forever and the golden age of trash urban parking lots is nothing but a memory.

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