Winterland was one of the most well known and legendary venues of the late 60’s and early 70’s. All of the major bands of the time played there, just like they did at the original Fillmore Auditorium, Fillmore West and Fillmore East. What did these venues have in common? The late great Bill Graham. From 1966 he rented Winterland as it could hold more people than the nearby Fillmore Auditorium, and he needed it for the larger concerts he was putting on. Originally the venue was called the New Dreamland Auditorium when it opened in 1928 and it was used for ice skating and concerts, as the venue could be easily changed between the two. However it wasn’t until 1971 that the venue was just a music venue, after Bill Graham had it fully converted to one. But in 1968 the venue certainly rivalled the nearby Fillmore Auditorium as one of the premier venues in the United States. Other acts that graced the stage included The Allman Brothers Band, The Jimi Hendrix Experience, Grateful Dead, Janis Joplin and The Doors to name just a few. Basically, rock royalty.