David Singer's lettering evolved from moon shadows to festoons on this New Year's Eve 1970 at the Fillmore West poster featuring perennial San Francisco favorite, the Grateful Dead.
The large handbill was only printed once before the concert and presents a calendar of upcoming Bill Graham events on the left side of the reverse. The right side is blank. It measures 7" x 9 1/4".
Concert promoters created handbill versions of many of their posters and used them as sidewalk handouts and dashboard fliers to promote upcoming shows. Many of the handbills are double-sided, with poster art on one side and a calendar of upcoming shows on the other. These handbills represent an important element of rock concert history because they were hands-on marketing tools that united promoter and patron.