  the fillmore is a historic music venue in san francisco, california, made famous by bill graham. originally named the majestic hall, it became the "fillmore auditorium" in 1954 when charles sullivan acquired the master lease from the building owner, harry shiffs, and renamed it the "fillmore auditorium".harlem of the west the san francisco fillmore jazz era chroniclebooks.com named for the neighborhood rather than its original location at the intersection of fillmore street and geary boulevard, it is situated in the historical center of the western addition neighborhood, on the edge of the fillmore district and upper fillmore (lately known as lower pacific heights). in the 1930s, 40's, 50's, and 60's, before redevelopment, this location was considered the heart of the san francisco fillmore district. graham also opened a fillmore east in new york city in march, 1968. in july, 1968, he opened an additional venue in san francisco under the same brand. formerly known as the carousel ballroom at market street and south van ness avenue, he called this the fillmore west. thumb|150px|jefferson airplane fillmore poster, february 1966. this was the first non-benefit concert held at the venue. ==history== on may 27, 28 and 29, 1966, the velvet underground and nico led by lou reed played the fillmore auditorium as part of andy warhol's exploding plastic inevitable avant-garde, multimedia show premiered in new york city. their light show engineer danny williams, who pioneered many of today's standard practices in rock music light shows, built a light system at the fillmore that included stroboscopes, slides and film projections onstage. conceived by andy warhol, danny williams and using so
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