This postcard mailer from La Cave in Cleveland, Ohio, highlights the venue’s program spanning January 17 to February 16, 1969. Featuring a detailed schedule of performances, the card promotes The Velvet Underground’s three-night engagement from January 31 to February 2, 1969. The card measures approximately 7″ x 7 3/4″ and is printed on sturdy yellow cardstock.
The front side of the card showcases a clean design with bold typography and a central peace symbol, reinforcing the countercultural ethos of the time. The Velvet Underground’s name appears prominently alongside other acts like The Mr. Stress Blues Band, Linn County with Shipley & Brewer, and Colwell-Winfield Blues Band. Below, an inset advertises a series of upcoming shows at the Grande Ballroom, featuring renowned acts like B.B. King, Blood, Sweat & Tears, and The Mothers of Invention.
The reverse side offers logistical details, including the venue’s address (10615 Euclid Avenue), reservation phone number, and a promotional coupon for discounts on records at Disc Discount. Its bulk-rate U.S. postage stamp underscores its use as an economical, grassroots promotional tool.
La Cave was an iconic space for music and counterculture in Cleveland, and this mailer reflects its commitment to featuring cutting-edge artists, including The Velvet Underground at a pivotal time in their career.
