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This was the first tour of the U.S. by the Who as headliners. It had followed a tour of Australia and New Zealand where the band left a trail of wrecked hotel rooms and was banned from retuning to Australia (until 2004). Meanwhile writer Paul Rodgers sent The Who off in the New Zealand newspaper The Truth, by saying he was, "ashamed to have come from the same country as these unwashed, foul-mouthed, booze swilling no-hopers.” Go magazine wrote, "42 days of Who destruction" about the upcoming U.S. tour. Roger Daltry said The Who will keep smashing equipment until they have established themselves in the U.S.
On February 21, the tour began with a concert at the Civic Auditorium in San Jose, California. Beginning with this concert, The Who introduce extended jams of "Shakin' All Over," "Relax" and "My Generation. The Who then headed north to Bill Graham's Fillmore in San Francisco where a brand new $35,000 P.A. system has been installed. Opening acts were The Nice (taking the place of a last-minute cancellation by The Vagrants) and Cannonball Adderley. It was reported that The Who received the highest fee yet paid for any artist to perform at this venue.
On the 23rd and 24th The Who show moved over to Winterland, a move prompted by high-ticket demand for the Friday and Saturday night shows – this was typical and Bill Graham had been mixing venues like this since October 1966.
Poster artist Lee Conklin was fascinated by all body parts, to wit the butterfly ears in this wildly creative and unique poster. Conklin studiously tried to integrate his psychedelic-high visions into his poster art, filling lettering and sketches with hidden, convoluted image upon image. Once one deciphered the Who and Cannonball Adderly in the heading, the eye could wander to the bottom sketch, rife with reference to unfettered nature, the electronic age and wonders of the inner mind.