Skip to main content
Go to accessibility notice


    Led Zeppelin 1969 "Avocado" BG-170 Bill Graham Concert Poster, First Printing (AOR) An original first printing of Bill Graham's famous Led Zeppelin concert poster from April 1969 that's nicknamed "Avocado," for obvious reasons, designed by Randy Tuten. Has the telltale printer's flaw near the "Z" in "Zeppelin" which was present on all the pre-show first printings.

    These were the opening dates of the British band's second U.S. trek, touring off the warm reception for their first album, Led Zeppelin. The poster was used to sell tickets for four dates:

    Thursday April 24 and Sunday April 27 - Fillmore West
    Friday April 25 and Saturday April 26 - Winterland

    According the the book Led Zeppelin: The Concert File (Lewis & Pallett, Omnibus), these shows could not have possibly gone better. It was an incredible four-night stand in the city by the bay, enjoyed as much by the band as by the audience.

    If managers can be believed, Zep's manager Peter Grant said, "The reception at the Winterland shows was phenomenal, and they played to capacity audiences both nights - in fact, they were on stage for three hours each night. Their album had already been out 16 weeks, but while they were there it sold 10,000 copies in San Francisco in one day alone." Hmmm...

    The Concert File called the second night at Winterland "the biggest concert of the band's career so far. Zeppelin play magnificently and the audience response is ecstatic." The group then returns to the smaller, cozier confines of the Fillmore West for the final night, Sunday. Plant even changed the words around on "I Can't Quit You" to reflect how much they're going to miss San Francisco. The book then adds, "Tonight's show is just as varied and powerful as the previous night. Page and Plant are at their improvisational best tonight." Zep even plays Buddy Guy's "Sitting and Thinking" in its entirety, for the only known time.

    Poster measures 13 7/8 x 20 3/8" and the mat 18 x 27 1/4". Other than the dry-mounting, poster is in beautiful Near Mint condition with microscopic whitening on the bottom two corners. As we said, it has been dry-mounted and matted for attractive framing, but no frame pieces are included, just what you see with the mat. COA from Heritage Auctions.

    Literature: See Grushkin, Paul, The Art of Rock: Posters from Presley to Punk, Abbeville Press, New York, 1987, p.132 (illus.).

    Auction Info

    Auction Dates
    November, 2019
    16th-17th Saturday-Sunday
    Bids + Registered Phone Bidders: 23
    Lot Tracking Activity: N/A
    Page Views: 744

    Buyer's Premium per Lot:
    25% on the first $300,000 (minimum $49), plus 20% of any amount between $300,000 and $3,000,000, plus 12.5% of any amount over $3,000,000 per lot.

    Sold on Nov 17, 2019 for: Sign-in or Join (free & quick)
    Track Item

    Heritage membership

    Join Now - It's Free

    1. Past Auction Values (prices, photos, full descriptions, etc.)
    2. Bid online
    3. Free Collector newsletter
    4. Want List with instant e-mail notifications
    5. Reduced auction commissions when you resell your
    Consign now
    • Cash Advances
    • More Bidders
    • Trusted Experts
    • Over 200,000 Satisfied Consignors Since 1976
    Only 41 days left to consign to the 2021 June 6 Arms & Armor, Civil War & Militaria Signature Auction - Dallas!

    Learn about consigning with us

    Heritage helped us feel we served the memory of our uncle with respect for his life's work and Heritage reflected that respect. You make a great team and gave us all a most memorable experience. We hope to work with you again some time in the future.
    C., A., L., & H. G.,
    Northport, NY
    View More Testimonials receives more traffic than any other auction house website. (Source:

    Video tutorial

    Getting the most out of search