What was the name of the organization that put on the Woodstock festival?

Woodstock Ventures was the organization that put on the 1969 Woodstock festival. It was formed in January 1969 by Michael Lang, Artie Kornfeld, John P. Roberts, and Joel Rosenman to develop and promote what was billed as an Aquarian Exposition: 3 Days of Peace & Music.

The project began as a commercial music-and-arts festival intended for a much smaller audience. Woodstock Ventures struggled to secure a venue, first pursuing locations near the town of Woodstock and later leasing land in Wallkill. After local opposition ended the Wallkill plan, the organizers moved the event to Max Yasgur's dairy farm in Bethel, New York, while keeping the Woodstock name.

The festival was initially designed as a ticketed event, but the organizers could not complete fencing and ticket-booth construction before the crowds arrived. As attendance surged far beyond expectations, the concert effectively became free. Woodstock Ventures therefore carried both the event's business structure and its enormous logistical challenge; Monterey International Pop Festival and Bill Graham Presents were associated with other major concerts, not the original Woodstock organization.