We just returned from a week stay at Friendly Vallarta. This was our first time there. I would definitely go back. The food was excellent and always fresh. I have stayed at other larger and more expensive resorts in Mexico and have not enjoyed myself as much.
The location is very close to Downtown. All the rooms face the ocean and I liked the smaller feel of the Hotel. The staff are very good and of course "friendly". The grounds and rooms were always clean. Everyone there is happy and having a good time.
If you like a "grandiose resort" you can pay more money...........but I'm choosing the Friendly Vallarta!