On Tuesday, August 13, 1968, Bill Graham opened one of the most ambitious poster runs the Fillmore West would ever mount — and he opened it with the loudest band in England. BG-133, the double-sized card Alton Kelley and Rick Griffin built for the occasion, did not advertise a weekend. It advertised nearly two weeks of music, Aug 13–25, a rotating repertory of headliners printed on a single sheet — The Who, then Creedence Clearwater Revival, then the Grateful Dead, then Quicksilver Messenger Service, each taking a bracket of nights (per the Bill Graham Foundation per-date archive, billgrahamfoundation, and the poster record on wolfgangs and famsf). It was the first double-sized poster in the Fillmore West series, and Griffin and Kelley — the Avalon's own house artists, crossing the street to Graham's room — gave it a dense, interlocking design worthy of the marathon it announced.

The opening bracket, Aug 13–15, belonged to The Who. This was the band mid-transformation: Tommy was still a year off, but the auto-destruction and the maximum-R&B ferocity were already legend, and their Fillmore West stand — three nights, with the Chicago blues of the James Cotton Blues Band and the Mississippi guitar of Magic Sam beneath them (per billgrahamfoundation's Aug-15 page, which lists the bill in order, and The Who's own gig archive at thewho.com dating the three Fillmore West nights) — set garage-bred British hard rock against two authentic bluesmen on the same boards. Cotton had played harmonica for Muddy Waters; Magic Sam, a West Side Chicago original, had barely two years to live. On opening night, none of the later brackets had happened yet. The poster promised the Dead and Creedence still to come; the room only knew that Pete Townshend's windmill was, for three nights, a San Francisco fixture.

(1966: the Fillmore's own Jefferson Airplane / Grateful Dead stand — BG-23, Wes Wilson — ran Aug 12–13; that story, and Signe Anderson's farewell, is told on the August 12 page. 1969: Aug 13 was the second night of the BG-187 run, told on the August 12–17 pages. 1965 and 1967: no verifiable SF ballroom event on this calendar day — the scene did not yet exist in August 1965, and in 1967 the 13th fell in the gap between the Fillmore's BG-77 and Avalon's FD-75 runs, both of which ended the 13th.)