In 1969, Art Vassmer owned and operated Vassmer's General Store, which served this location during the festival. Like other local businesses, Vassmer's was overwhelmed by the people who arrived for the event, and food quickly flew off the shelves. Jars of peanut butter and jelly were the first items to run out, leading Art to become known as "The Peanut Butter and Jelly Man." He also became known as "Mr. Woodstock" after appearing in the renowned Woodstock movie. The Vassmer family always spoke of the concertgoers as pleasant and friendly, and many returned over the years to chat with Art and his brother Fred in the Town of Bethel.