Armadillo World Headquarters (The 'Dillo or Armadillo WHQ) was an influential Texas music hall and beer garden in Austin at 525½ Barton Springs Road – at South First Street – just south of the Colorado River and downtown Austin. The 'Dillo flourished from 1970 to 1980.^[1][2][3][4] The structure that housed it, an old National Guard Armory, was demolished in 1981 and replaced by a 13-story office building.^[5]

In 1970, Austin's flagship rock music venue, the Vulcan Gas Company (1967–1970), closed, leaving the city's nascent and burgeoning live music scene without an incubator. One night, Eddie Wilson, manager of the local group Shiva's Headband, stepped outside a nightclub where the Hub City Movers were playing and noticed an old, abandoned National Guard armory.^[6] Wilson found an unlocked garage door on the building and was able to view the cavernous interior using the headlights of his automobile. He had a desire to continue the legacy of the Vulcan Gas Company, and was inspired by what he saw in the armory to create a new music hall in the derelict structure. The armory was estimated to have been built in 1948, but no records of its construction could be or have been located. The building was ugly, uncomfortable, and had poor acoustics, but offered cheap rent and a central location. Posters for the venue usually noted the address as 5251⁄2 Barton Springs Road (Rear), behind the Skating Palace.

The name for the Armadillo was inspired by the use of armadillos as a symbol in the artwork of Jim Franklin,^[7] a local poster artist, and from the building itself. In choosing the mascot for the new venture, Wilson and his partners wanted an "armored" animal since the building was an old armory. The nine-banded armadillo (Dasypus novemcinctus) was chosen because of its hard shell that looks like armor, its history as a survivor (virtually unchanged for almost 50 million years), and its near-ubiquity in Central Texas. Wilson also believed the building looked like it had been some type of headquarters at one time. He initially proposed "International Headquarters" but in the end it became "World Headquarters."

In founding the Armadillo World Headquarters,^[8] Wilson was assisted by Jim Franklin,^[7] Mike Tolleson (né Robert Michael Tolleson; born 1942), an entertainment attorney licensed by the State Bar of Texas in 1968, Bobby Hedderman from the Vulcan Gas Company and Hank Alrich. Funding for the venture was initially provided by Shiva's Headband founder's father, Dan Perskin, and Mad Dog, Inc. an Austin literati group that included Bud Shrake.

The Armadillo World Headquarters officially opened on August 7, 1970, with Shiva's Headband, the Hub City Movers, and Whistler performing.^[9]

The Armadillo caught on quickly with the hippie culture of Austin because admission was inexpensive and the hall tolerated cannabis use. Even though illicit drug use was flagrant, the Armadillo was never raided. Anecdotes suggest the police were worried about having to bust their fellow officers as well as local and state politicians.

Soon, the Armadillo started receiving publicity in national magazines such as Rolling Stone. In a story from its September 9, 1974, edition, Time magazine wrote that the Armadillo was to the Austin music scene what The Fillmore had been to the emergence of rock music in the 1960s. The clientele became a mixture of hippies, cowboys, and businessmen who stopped by to have lunch and a beer and listen to live music. As Gary Nunn put it, "It's been said that our music was the catalyst that brought the shit-kickers and the hippies together at the Armadillo."^[10] At its peak, the amount of Lone Star draft beer sold by the Armadillo was second only to the Houston Astrodome. The Neiman Marcus department store even offered a line of Armadillo-branded products.

The unique blend of country and rock music performed at the hall became known by the terms "The Austin Sound," "Redneck Rock," progressive country or "Cosmic Cowboy."^[11] Artists that almost single-handedly defined this particular genre and sound were Michael Martin Murphey, Jerry Jeff Walker and The Lost Gonzo Band.^[12][13] Many upcoming and established acts such as Willie Nelson, Waylon Jennings, Ray Charles, Stevie Ray Vaughan and ZZ Top played the Armadillo. Freddy Fender, Freddie King, Frank Zappa, Commander Cody and His Lost Planet Airmen, The Sir Douglas Quintet all recorded live albums there. Bruce Springsteen played five shows during 1974. The Australian band AC/DC played their first American show at the Armadillo with Canadian band Moxy in July 1977. The Clash played live at The Armadillo with Joe Ely on October 4, 1979 (a photo from that show appears on the band's London Calling album) and the notorious Austin punk band The Skunks.^[14]

Despite its successes, the Armadillo always struggled financially. The addition of the Armadillo Beer Garden in 1972 and the subsequent establishment of food service were both bids to generate steady cash flow.^[9] However, the financial difficulties continued. In an interview for the 2010 book Weird City, Eddie Wilson remarked:

"People don't remember this part: the months and months of drudgery. People talk about the Armadillo like it was a huge success, but there were months where hardly anyone showed up. After the first night when no one really came I ended up crying myself to sleep up on stage."

This predicament was blamed on a combination of large guaranteed payments for the acts, cheap ticket prices, and poor promotion. The club finally had to lay off staff members in late 1976 and file for Chapter 11 bankruptcy in 1977. Another factor in the club's demise was that it sat on 5.62 acres (22,700 m²) of land in what soon became a prime development area in the rapidly growing city. The Armadillo's landlord sold the property for an amount estimated between $4 million and $8 million.

The final concert at the Armadillo took place on December 31, 1980.^[15] The sold-out New Year's Eve show featured Asleep at the Wheel and Commander Cody and the Lost Planet Airmen. Some reports say the show ended at 4 am, while others claim that the bands played until dawn. The contents of the Armadillo were sold at auction in January 1981, and the old armory was razed for a high-rise office building.

Posters by the following artists were part of the iconic artwork that helped define Armadillo World Headquarters in the 1970s – "The Armadillo Art Squad:"

On August 19, 2006, the City of Austin dedicated a commemorative historical plaque that had been installed in the parking lot of One Texas Center, where the Armadillo once stood. The Texas Monthly, in its 1999 "Best of the Texas Century" edition, named Armadillo World Headquarters as the "Venue of the Century."^[29]

It is still on the lips and minds of a lot of people 26 years after it closed. This is noteworthy for me because of the zero-tolerance mentality, and now the city erected a memorial that glorifies the things of the past that are not accepted today.

— Eddie Wilson, August 19, 2006

In 2024 the local soccer club, Austin FC, struck a deal with Eddie Wilson, the keeper of the Armadillo World Headquarters flame. They added an armadillo jocktag to the team's uniform, Austin FC President Andy Loughnane said it was important to pay homage to Austin's "creative and vibrant spirit". The relaunch of the Armadillo was celebrated at the Austin FC jersey launch party, with Asleep at the Wheel frontman, Ray Benson.^[30]

• Folk Music Club
• Music of Austin

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