We just arrived in Reynosa. We crossed from McAllen TX by car.
TURN LEFT when you arrive. We didn't. It was sheer luck that we were able to find the customs office to get the car insured and the permits on it. (we're planning to stay for three weeks, heading down to Puerto Vallarta)
The area around the Pemex, 7-11 and Holiday Inn don't seem too shady, and were open past 11pm. We grabbed a lump of cash from the machine, some cheap beer and lots of water.
We had some trouble with the paperwork for the car, so we didn't clear until after dark. Otherwise I wouldn't have stayed at such an expensive Hotel (approximately $150USD/night after taxes). Should the Holiday Inn be in the "Moderate" range?