Bethel, N.Y. ? No naked mud dancing. And ditch the patchouli. The Woodstock concert site is going upscale this summer.

The $70 million Bethel Woods Center for the Arts opens July 1 with a classical concert just over the hill from where Jimi Hendrix and The Who took the stage 37 years ago. The reincarnated performance venue will welcome back some ’60s stalwarts – though the summer schedule also features the New York Philharmonic and Ashlee Simpson. Developers want to attract crowds beyond the site’s tie-dyed core constituency with an eclectic lineup and a pavilion featuring comfy seats and a roof to keep the rain out.

“A lot of people who enjoy the music of the ’60s, they say, ‘Gee, if we had a place that wasn’t out in the broiling sun and all the rest of that – and clean bathrooms and good parking,'” said Alan Gerry, a wealthy businessman who spearheaded the development through his nonprofit Gerry Foundation.

Promoters staged the Woodstock concert Aug. 15-17, 1969, at Max Yasgur’s farm after being rejected by the Catskill arts colony that gave the show its name. Some 400,000 people came to this rural corner 80 miles northwest of New York City for a rainy weekend that is considered a high-water mark of the ’60s.

The trampled hayfield left behind endured a more star-crossed history.

Architect Paul Westlake, left, and Gerry Foundation executive director Jonathan Drapkin walk away from the pavilion that will be christened by the New York Philharmonic on July 1 and has 4,800 seats under the roof, during a press tour of the site of the 1969 Woodstock Festival in Bethel, N.Y.

The farm was subdivided after Yasgur died in 1973 and subsequent owners of the main site did little with it as hippies dropped by every August for anniversaries. Local officials irritated with the unwashed masses put up barriers and dumped chicken manure on the site. Official anniversary concerts in ’94 and ’99 were held elsewhere. It was looking like a long, bad trip for the Woodstock site.

Enter Mr. Establishment.

Gerry, who made a fortune in the cable business, began quietly buying land around the concert site in the late ’90s with a mind toward making it into a big-league attraction.

A 76-year-old former Marine raised on country music, Gerry is an unlikely savior for the site. Not only did he take a pass on the original concert, he disciplined a daughter for sneaking off to the show. But he came to see the world-famous hayfield as a way to help his beloved Sullivan County, a lake-dappled area that has never fully recovered from the closures of the old “Borscht Belt” hotels. He developed the site not to make money – he doesn’t even expect to break even – but to bring money into the area.

The soaring pavilion that will be christened July 1 by the New York Philharmonic has 4,800 seats under the roof, and the lush slope of lawn just beyond can accommodate another 12,000. Up a winding walkway are two connected buildings with copper roofs and cupolas. One will be an event gallery, the other a Woodstock-themed museum. Both will be open next summer.