In addition to his acclaimed work as a graphic artist – designing covers for The Beatles (Magical Mystery Tour), The Rolling Stones (Exile on Main Street) and The Jefferson Airplane (Crown of Creation), John Van Hamersveld also partnered in a concert production company called the Pinnacle Production Company, which put on a series of highly-regarded concerts in the L.A. area, primarily at the workd-famous Shrine Auditorium. He used his extensive art school education to great effect in posters for the Pinnacle Production Company, of which he was a founding partner. The Pinnacle concert production company was the first hip organization to put on memorable rock concerts and dances in Los Angeles, primarily at the Shrine Auditorium.

The February 1968 concert by Jimi Hendrix featured psychedelic visuals in the form of projections – produced by Thomas Edison Lights and ACME - on huge screens set up on stage behind the band. One video sequence showed a mirror-imaged female – apparently naked – moving tastefully in an Oriental/Indian-style dance routine. According to some sources, while the fans at the show were mesmerized by this imagery, the owners of the auditorium – the Shriners – were somewhat miffed and therefore would not allow any more Pinnacle concerts in the Auditorium. They did, however, allow the Pinnacle folks to put on shows at the exhibition center next door, which featured a large, open floor area which allowed attendees to dance and cavort freely, with psychedelic images now projected onto the audience and those on the dance floor (“far out, man!”).

The posters Van Hamersveld designed for the first several Pinnacle events are now legendary works, prized for their bold graphics.