The Family Dog Collective returned to San Francisco, settling at the Dog House, 1836 Pine Street, across town from the Haight. A rooming house managed by Bill Ham, the building owed its name to the fact that the dozen or so residents all owned dogs. Energized by their experience that summer, Luria, Ellen, Jack, and Alton started a company, The Family Dog, with the slogan ‘May The Baby Jesus Shut Your Mouth And Open Your Mind.’ Intent on recreating the Virginia City scene in San Francisco, they soon found that while they had been away, things had already begun to happen. Chet Helms, who began staging civil-rights benefits in Texas before he even went to college, had been organizing dance concerts at fifty cents a head with local musicians in the large basement of a boarding-house at 1090 Page Street. Deciding to combine forces and put on a large event together, Helms and The Family Dog rented Longshoremen’s Hall on Fisherman’s Wharf for a Saturday night ‘Rock ’n’ Roll Dance And Concert’ on October 16, 1965. Called ‘The Family Dog Presents A Tribute To Dr Strange,’ the evening, which ran from 9:00 p.m. until 2:00 a.m., featured The Charlatans, Jefferson Airplane, The Marbles, The Great Society, and another new band—the Grateful Dead—who lived communally a few doors down from The Charlatans at 710 Ashbury. The poster was designed by Family Dog member Alton Kelley, a motorcycle mechanic who had been doing a lot of collages, with some help from Amy Magill. The ‘Dr Strange’ reference came from Family Dog member Ellen Harmon, who had a huge collection of Marvel Comics.