An event, organized by John Phillips of the Mamas and the Papas, their manager Lou Adler, and others from rock's nouveau-riche aristocracy, as a proof-of-concept showing off this emerging market of young record-buyers and concert-goers (one payoff: the resultant bidding wars over some Bay Area bands). To judge by the D. A. Pennebaker documentary, it was a lot of fun, unlike the later Massed Sheep Festival of Woodstock, which was an attempt to cash in big time on the success of Monterey.