By the end of the summer of 1967, there was no question that San Francisco was the capital of the new counterculture and that its music scene was second to none. Jefferson Airplane, the Grateful Dead, Big Brother & the Holding Company and Quicksilver Messenger Service were the big San Francisco bands at the time and three of the four traveled to Los Angeles to play at the Hollywood Bowl.
The handbill was printed once before the concert. It measures 4 1/2" x 6 13/16".
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.