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Screw Music, This Is San Francisco Rock History, Part 2 In 1972, when Grateful Dead drummer Bill Kreutzmann's wife, Susila, began selling the band's T-shirts at San Francisco's Winterland Ballroom, she probably had no idea that her tiny enterprise would spawn an entire industry. After watching eager Deadheads snap up the shirts, late promoter Bill Graham and Dell Furano, who ran the Ballroom, turned Susila's small business concept into Winterland Productions, a licensing and merchandising juggernaut. For almost 30 years, the company pioneered the rock merchandising industry from its San Francisco offices. At least part of that's about to change: At the end of this month, Winterland will pack up shop and move to a new location, four miles south of the Oakland airport in San Leandro. Before Winterland Productions, there was really no such thing as a standard concert T-shirt. But Graham and Furano had a plan. Their company signed contracts with several acts that had played at the Winterland, including Pink Floyd and the Dead, then developed and printed tour T-shirts for each band. The band, in turn, would sell the product at a slightly inflated price at every stop along its tour. Finally, Winterland, the band, and each venue along the tour would split the profits. The idea was revolutionary and quickly copied. Now, of course, arena acts make millions selling shirts for $25 a pop, while smaller bands keep gas in their vans with the proceeds. Even though Winterland has sold the images of legends like Jimi Hendrix, Led Zeppelin, the Doors, and the Grateful Dead, the company is most famous for its association with the New Kids on the Block and a marketing move that would help both parties pocket millions. In the late '80s, Winterland signed an account with the then-superstar New Kids. At the time, the New Kids were huge, bigger than stadiums and Pepsi commercials. Winterland realized that by selling New Kids shirts only at concerts they were missing out on a huge population of potential buyers. The company worked out a deal with Sears that would take the New Kids shirts out of arenas and put them into shopping malls across the country. The idea -- at the time the largest merchandising retail line in the history of the industry -- made more than $400 million. Only two years later, Furano left the company and started Sony Signatures, the music, film, and television licensing arm for Sony music artists. Without Furano, Winterland faltered, filing for Chapter 11 bankruptcy in August 1997. This past January, just emerging from near ruin, the company set out with a new mission: Not only would it try to run licensing and merchandising for artists like the Backstreet Boys, but it would also carry private lines for famous clothiers. Now, Winterland Productions -- which split with Bill Graham back in 1987 -- has an exclusive manufacturing agreement with Mossimo, and June 18, the company bought San Francisco's Turbo Productions, a competing merchandising company that did private merchandising for Levi Strauss, Tommy Hilfiger, and Donna Karan New York. Winterland also invested in Active Wear, which gave the enterprise exclusive rights to do merchandising for the estates of Tupac Shakur and the Notorious B.I.G., as well as Puff Daddy. The company expects to gross $100 million next year. "Winterland hasn't reached its potential yet," says Winterland CEO Donn Tice. "There are more private labels and recording artists we don't serve than we do." When world domination finally comes, Riff Raff expects to pay $50 for the T-shirt. (Brad King)