“I spent a lot of time growing up here,” Alessi said. “My grandma had a membership here, so I figured I would just throw my resume out there and see what happened.”
Alessi, 31, joined Bethel Woods as Retail Director last January. In that role, she oversees the museum shop and a growing list of retail operations tied to the site of the 1969 Woodstock festival.
Originally from Orange County, Alessi attended Pine Bush schools before studying fashion design at Albright College in Reading, Pennsylvania. While her degree focused on design, her current role combines creative work with business operations.
“The weird thing about this position is that it’s different every single day,” Alessi said. “Being a retail director, I’m in charge of the product development, the designing, the visual merchandising, social media strategies, marketing — it really depends on the day.”
Much of the merchandise in the shop is designed by Alessi herself. Woodstock-themed items remain the most popular with visitors.
“Definitely anything related to Woodstock,” she said. “There’s a Peace Patrol T-shirt that’s basically an exact replica of what they wore at the Woodstock festival that people gravitate toward.”
The job also carries a deeper connection to the site’s legacy. Revenue from the store helps support Bethel Woods’ educational and community programs.
“Everything we do is tied back to that history,” Alessi said. “Any money I make in my store goes back into our education programs and free ticketing program, so it’s really cool to see that what I’m doing is making a difference locally.”
Last year marked a major transition for the retail operation. For more than a decade, the shop had been run by a third-party vendor. In 2025, Bethel Woods brought the operation fully in-house for the first time.
“It was my transitional year,” Alessi said. “But we had a phenomenal year and broke some sales records.”
Retail at Bethel Woods now includes the museum shop, an online store, the campground general store, and pop-up merchandise stands during concerts and events. This year, Alessi will also oversee artist merchandise design and sales.
Outside of Bethel Woods, Alessi continues to pursue creative work in the Hudson Valley film industry, another interest that connects with her background in design.
“I feel like this job combines my passion for fashion and the entertainment industry,” she said.
Looking ahead, Alessi hopes to expand opportunities for young people interested in creative and retail careers locally. Her team is launching an internship program this year to give college students hands-on experience.
“I’m hoping to show more people what’s possible here in Sullivan County,” she said. “You don’t necessarily have to go to New York City to build your career.”
When she’s not working, Alessi enjoys hiking, paddleboarding and traveling — though she admits one thing about her might surprise people.
“People think I’m kind of a pink-glitter Taylor Swift type,” she said with a laugh. “But I’m really into pop-punk and emo shows.”