How San Francisco’s Bill Graham Civic Auditorium Carries Namesake’s Independent Spirit
Since first opening its doors in 1915, the venue has served as a centerpiece for San Francisco’s downtown area.
In 2002, the city of San Francisco sought a new manager for the Bill Graham Civic Auditorium, a nearly 100-year-old venue named after the legendary Bay Area promoter Bill Graham. Mary Conde, senior vp of Another Planet Entertainment (APE), was initially hesitant to take on the project. Conde, who had worked with Graham since 1976, felt the city's asking price was too high and the building's condition was poor.
The auditorium, first opened in 1915 to host the Panama-Pacific International Exposition, had been a venue for various events including Democratic conventions, opera performances, boxing matches, circuses, and NBA games. It had also hosted notable artists such as Elvis Presley, Judy Garland, BB King, Ray Charles, Ella Fitzgerald, and Jose Feliciano.
However, after the opening of the George R. Moscone Convention Center in 1981, the auditorium's popularity declined, and it was left empty for extended periods. APE, consisting of Gregg Perloff, Sherry Wasserman, and Steve Welkom, saw an opportunity to not only manage the historic Beaux-Arts building but also to change its narrative.
Graham had pioneered concert promotion in the 1960s, with a focus on the Fillmore in San Francisco, commissioning iconic posters, and expanding to larger venues. Conde, who began working for Graham in 1976, admired his energy and dedication to his shows.
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