The opening of the Vulcan Gas Company in the autumn of 1967 initiated a radical shift in the cultural, musical, and artistic landscape of Austin. By booking rock acts that played original music, not just cover tunes to please the fraternity crowds, the Vulcan opened the door for psychedelic bands, most notably the 13th Floor Elevators. . . . Because of the limited opportunities for affordable and effective advertising on radio or in local print publications, the primary means of advertising for this counterculture haven was the poster. Danny Garrett explains the impact that posters had on the psychedelic scene that emerged from the Vulcan: “When the music started, it was so unique, and the community that was interested in it was so concentrated, that the poster was very, very effective.”
