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To this day, the founders of Woodstock disagree on who came up with the original idea for the concert. And, dulled by time, competition and countess retelling, no one recollection is consistent. Lang and Kornfeld say Woodstock was always planned as the largest music festival ever held. At the second meeting, Lang recalls discussing a budget of $500,000 and attendance of 100,000. Lang said he had started looking at festival sites in the fall of 1968, which would have been well before he'd hooked up with Kornfeld or Roberts and Rosenman. But Rosenman and Roberts maintain that they were the driving force behind the festival. As Rosenman and Roberts recall it, Kornfeld and Lang primarily wanted a studio, hyped by a party for rock'n'roll critics and record company executives. "We would have cocktails and canapes in a tent or something," Rosenman said. "We'd send limos down to New York to pick everyone up. Tim Hardin or someone could sing. Maybe, if we were lucky, Joan Baez would get up and do a couple of songs." At some point, Rosenman and Roberts focused on the party idea and decided that it really ought to be a rock concert. "We made a deal," Rosenman said. "We'd have the party, and the profits from the party would be used to pay for the recording studio. Ultimately, we had the money, so what we said went." By the end of their third meeting, the little party up in Woodstock had snowballed into a bucolic concert for 50,000 people, the world's biggest rock'n'roll show. The four partners formed a corporation in March. Each held 25 percent. The company was called Woodstock Ventures, Inc., after the hip little Ulster County town where Dylan lived.  The Woodstock Ventures team scurried to find a site. Real estate agents across the mid-Hudson were scouring the countryside for land to rent for just a few months. Feelers went out in Rockland County, then in Orange. For $10,000, Woodstock Ventures had leased a tract of land in the Town of Wallkill owned by Howard Mills, Jr. "It was a Sunday in late March," Rosenman said. "We drove up to Wallkill and saw the industrial park. We talked to Howard Mills and we made a deal." "The vibes weren't right there. It was an industrial park," Roberts interjected. "I just said, 'We gotta have a site now.'" The 300-acre Mills Industrial Park offered perfect access. It was less than a mile from Route 17, which hooked into the New York State Thruway, and it was right off Route 211, a major local thoroughfare. It has the essentials, electricity and water lines. The land was zoned for industry; among the permitted uses were cultural exhibitions and concerts. The promoters approached the town planning board and were given a verbal go-ahead because of the zoning. Nonetheless, Lang was unhappy with the site. It was missing the back-to-the-land ambience Woodstock Ventures was selling. "I hated Wallkill," Lang said. Ventures set to work on the Mills property, all the while searching for an alternative. Rosenman told Wallkill officials in late March or early April that the concert would feature Jazz bands and folk singers. He also said that 50,000 people would attend if they were lucky. Town Supervisor Jack Schlosser throught something was fishy. "More than anything else, I really feel they were deliberately misleading the town," Schlosser said. "The point is, they were less than truthful about the numbers. I became more and more aware, as discussions with them progressed, they did not really know what they were doing. I was in the Army when divisions were 40,000 or 50,000 men," he said. "Christ almighty, the logistics involved in moving men around... I said at one point, 'I don't care if was a convention of 50,000 ministers," I would have felt the same way." In the cultural-political atmosphere of 1969, promoters Kornfeld and Lang knew it was important to pitch Woodstock in a way that would appeal to their peer's sense of independence. Lang wanted to call the festival an "Aquarian Exposition," capitalizing on the zodiacal reference from the musical "Hair". He had an ornate poster designed, featuring the water-bearer. By early April, the promoters were carefully cultivating the Woodstock image in the underground press, in publications like the Village Voice and Rolling Stone magazine. Ads began to run in The New York Times and The Times Herald-Record in May. For Kornfeld, Woodstock wasn't a matter of building stages, signing acts or even selling tickets. For him, the festival was always a state of mind, a happening that would exemplify the generation. The event's publicity shrewdly appropriated the counterculture's symbols and catch phrases. "The cool PR image was intentional, "he said. The group settled on the concrete slogan of "Three Days of Peace and Music" and downplayed the highly conceptual theme of Aquarius. The promoters figured "peace" would link the anti-war sentiment to the rock concert. They also wanted to avoid any violence and figured that a slogan with "peace" in it would help keep order.  The Woodstock dove is really a catbird; originally, it perched on a flute. "I was staying on Shelter Island off Long Island, and I was drawing catbirds all the time," said artist Arnold Skolnick. "As soon as Ira Arnold (a copywriter on the project) called with the copy-approved 'Three Days of Peace and Music,' I just took the razor blade and cut that catbird out of the sketchpad I was using. "First, it sat on a flute. I was listening to jazz at the time, and I guess that's why. But anyway, it sat on a flute for a day, and I finally ended up putting it on a guitar." Melanie Safka had a song on the radio called "Beautiful People. "An extremely hip DJ named Roscoe on WNEW-FM played it. One day, Melanie ran into a curly-haired music-business guy named Michael Lang, who was talking about a festival he was producing. When Melanie asked if she could play there, Lang's answer was a very laid-back, "Sure." "I thought it would be very low key," recalled Melanie. Woodstock Ventures was trying to book the biggest rock'n'roll bands in America, but the rockers were reluctant to sign with an untested outfit that might be unable to deliver. "To get the contracts, we had to have the credibility, and to get the credibility, we had to have the contracts, "Rosenman said. Ventures solved the problem by promising paychecks unheard of in 1969. The big breakthrough came with the signing of the top psychedelic band of the day, The Jefferson Airplane, for the incredible sum of $12,000. The Airplane usually took gigs for $5,000 to $6,000. Creedence Clearwater Revival signed for $11,500. The Who then came in for $12,500. The rest of the acts started to fall in line. In all, Ventures spent $180,000 on talent. "I made a decision that we needed three major acts, and I told them I didn't care what it cost," Lang said. "If they had been asking $5,000, I'd say, 'Pay 'em $10,000.' So we paid the deposits, signed the contracts, and that was it: instant credibility."
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