At an unassuming storefront in a converted upholstery shop in El Cerrito, Strachwitz created an international destination for fans of unvarnished music.
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Woodstock, in full The Woodstock Music and Art Fair, the most famous of the 1960s rock festivals, held on a farm property in Bethel, New York, August 15–18, 1969. The Woodstock Music and Art Fair was organized by four inexperienced promoters who nonetheless signed a who’s who of current rock acts, including Jimi Hendrix, Sly and the Family Stone, the Who, the Grateful Dead, Janis Joplin, the Jefferson Airplane, Ravi Shankar, and Country Joe and the Fish. The festival began to go wrong almost immediately, when the towns of both Woodstock and Wallkill, New York, denied permission to stage it.