Fillmore Auditorium, San Francisco, CA The Fillmore (also known as Fillmore Auditorium) is a historic music venue in San Francisco, California, made famous by Bill Graham. Named for its original location at the intersection of Fillmore Street and Geary Boulevard, it lies on the boundary of the Western Addition and the Pacific Heights neighborhoods. In the mid-1960s, The Fillmore Auditorium became the focal point for psychedelic music and counterculture in general, with acts such as Led Zeppelin, The Grateful Dead, The Who, Cream, Quicksilver Messenger Service, Jefferson Airplane, Jimi Hendrix Experience,The Allman Brothers Band, Pink Floyd, The Doors, Creedence Clearwater Revival, and Big Brother and the Holding Company performing at the venue.[1 The Fillmore is also well known for its psychedelic concert posters by artists