Bill Graham was at the forefront of innovative rock and roll marketing. After escaping Holocaust Germany as a child and growing up in a foster home in the Bronx, he moved to San Francisco and began organizing and promoting concerts. A fan of small, intimate concert venues, Graham helped make the Fillmore, a room with a personal vibe, famous. This feeling is reflected in the posters he commissioned and used to line the narrow walls of the club. His dislike for large concert venues and festivals, which he blamed Woodstock for popularizing, shaped his vision on how a concert should be presented. The Fillmore and his legacy reflect that to this day.