Woodstock - Planning and Preparation

Planning and Preparation

Woodstock was initiated through the efforts of Michael Lang, John Roberts, Joel Rosenman, and Artie Kornfeld. It was Roberts and Rosenman who had the finances. Lang had experience as a promoter and had already organized the largest festival on the East Coast at the time, the Miami Pop Festival, which had an estimated 100,000 people attend the two day event. Roberts and Rosenman placed the following advertisement in The New York Times and The Wall Street Journal under the name of Challenge International, Ltd.: "Young men with unlimited capital looking for interesting, legitimate investment opportunities and business propositions".

Lang and Kornfeld noticed the ad, and the four men got together originally to discuss a retreat-like recording studio in Woodstock, but the idea evolved into an outdoor music and arts festival, although even that was initially envisioned on a smaller scale, perhaps featuring some of the big name artists who lived in the Woodstock area (such as Bob Dylan and The Band). There were differences in approach among the four: Roberts was disciplined, and knew what was needed in order for the venture to succeed, while the laid-back Lang saw Woodstock as a new, relaxed way of bringing businesspeople together. There were further doubts over the venture, as Roberts wondered whether to consolidate his losses and pull the plug, or to continue pumping his own finances into the project.

In April 1969, newly-minted superstars Creedence Clearwater Revival were the first act to sign a contract for the event, agreeing to play for $10,000. The promoters had experienced difficulty landing big-name groups prior to Creedence committing to play. Creedence drummer Doug Clifford later commented "Once Creedence signed, everyone else jumped in line and all the other big acts came on." Given their 3:00 a.m. start time and non-inclusion (at Creedence frontman John Fogerty's insistence) in the Woodstock film, Creedence members have expressed bitterness over their experiences at the famed festival.

Woodstock was designed as a profit-making venture, aptly titled "Woodstock Ventures". It famously became a "free concert" only after it became obvious that the event was drawing hundreds of thousands more people than the organizers had prepared for. Tickets for the three day event cost $18 in advance and $24 at the gate (equivalent to $114.10 and $152.10 in 2012.). Ticket sales were limited to record stores in the greater New York City area, or by mail via a post office box at the Radio City Station Post Office located in Midtown Manhattan. Around 186,000 tickets were sold beforehand and organizers anticipated approximately 200,000 festival-goers would turn up.