ABOUT
The Avalon Ballroom first opened its doors in 1911, rising to fame as a counterculture hub in the 1960s with regular performances by legends like Janis Joplin, the Grateful Dead, and the Doors.
Reopened for the first time in decades, it blends historic character with modern sophistication and expert management. In doing so, it keeps alive the tradition of creativity and community that made the original Avalon an iconic part of San Francisco culture.
Reopened for the first time in decades, it blends historic character with modern sophistication and expert management. In doing so, it keeps alive the tradition of creativity and community that made the original Avalon an iconic part of San Francisco culture.
The birthplace of the lightshow
When the Avalon Ballroom opened in 1966 under promoter Chet Helms’ Family Dog collective, it quickly became one of San Francisco’s premier psychedelic dance halls. A key part of its appeal was not just the music, but the immersive multimedia environment. Central to that was the liquid light show projected behind the bands.
These visuals were created by Bill Ham, widely regarded as the pioneer of live light art. Ham had already experimented with overhead projectors and dyes in the early 1960s, but at the Avalon he perfected the method: layering colored oils, water, alcohol, and food coloring between glass plates, then agitating them in real time while projecting onto massive backdrops.
These visuals were created by Bill Ham, widely regarded as the pioneer of live light art. Ham had already experimented with overhead projectors and dyes in the early 1960s, but at the Avalon he perfected the method: layering colored oils, water, alcohol, and food coloring between glass plates, then agitating them in real time while projecting onto massive backdrops.
How the shows worked:
• Tools: Overhead projectors, slide projectors, film loops, and colored gels.
• Techniques: Moving liquids between plates, hand-shadow work, strobes, and patterned slides.
• Scale: The projections covered the full back wall of the Avalon stage, filling the room with pulsating, constantly shifting visuals.
Because it was live and improvised, no two shows were the same—the lights became a performance in their own right, synched with the music of bands like the Grateful Dead, Big Brother & the Holding Company, Quicksilver Messenger Service, and the Doors.
• Techniques: Moving liquids between plates, hand-shadow work, strobes, and patterned slides.
• Scale: The projections covered the full back wall of the Avalon stage, filling the room with pulsating, constantly shifting visuals.
Because it was live and improvised, no two shows were the same—the lights became a performance in their own right, synched with the music of bands like the Grateful Dead, Big Brother & the Holding Company, Quicksilver Messenger Service, and the Doors.
Influence and Legacy
The Avalon’s liquid light shows set the standard for psychedelic concert experiences in the late 1960s. They were more freeform and abstract than the more technically polished shows at the Fillmore (run by Bill Graham), emphasizing spontaneity and “visual jamming.”
Bill Ham’s Light Sound Dimension (LSD) collective, born from the Avalon era, toured internationally and is considered the first true light art ensemble. The style spread worldwide, influencing not only rock concerts but also experimental cinema, visual art, and eventually modern-day projection mapping and VJ culture.
Bill Ham’s Light Sound Dimension (LSD) collective, born from the Avalon era, toured internationally and is considered the first true light art ensemble. The style spread worldwide, influencing not only rock concerts but also experimental cinema, visual art, and eventually modern-day projection mapping and VJ culture.
Many of the era's recordings can still be found online today.
The Avalon is managed by Escape the Routine, a full-service event production company based in San Francisco.
With over a decade of experience in the events industry, ETR knows what it takes to create unforgettable experiences. We've meticulously designed every aspect of the space to make hosting your perfect event both effortless and enjoyable. Our approach includes investing in turnkey features like customizable lighting, a premier sound system, and quality furniture, reducing the need for additional rentals.