Abstract Using a quantitative-method approach, a corpus of photos of Linguistic Landscape texts taken in the most densely populated Hispanic neighborhoods in Dallas (Texas) is analyzed in search of indicators that allow us to gauge the ethnolinguistic vitality of Spanish in the region. This research goal is operationalized by studying the relative distribution of Spanish and English in bilingual linguistic landscape texts; the symbolic and informational meanings of each language; the representation of local Spanish varieties, including phenomena related to language contact; and the use or non-use of normative writing conventions. The findings of this study augment our understanding of the impact of existing language ideologies and attitudes towards local varieties of Spanish on the prestige and utility of Spanish.