3rd Arm Promotions is getting pretty good at this. Their pre-St. Pat’s day-long rock bash at Salty Grogs is now firmly established as Tradition. Playing off the success of that event, 3rd Arm is doing a similar, mid-summer event, Saturday, July 18, but they had to make up a holiday for this one: Halfway to Christmas.

The formula for this show is the same: 11 bands on two alternating stages (one at the permanent indoor stage at Salty Grogs, and one in a tent outdoors) playing continuously from 3 p.m. til closing (doors open at noon) with food and drink specials all day.

Many of the same bands will be performing at HTC, and why not? They are among the area’s best, and they bring their fans.

Part of the tradition, in fact, is the arrival of the fans. First come the zealots, and in some ways, they have it best. There aren’t a lot of them so they get to press in close to their favorite bands; it is a very interactive experience. At this point, it can look like there are way too many bartenders and beer stations.

Then Jordan DePaul’s (JD and the Reputations) extended support group begins to coalesce. They are primarily family and friends, but this is a required event for everyone in his neighborhood, and they attend with vigor. They fill the place.

By mid-evening, standing room is the place where you’re standing. The nearest beer tender can seem a long way off. Moving about requires cooperation; fortunately, there is usually enough of that to go around to get around.

It is very likely that this will become a new holiday tradition for 3rd Arm and Salty Grogs, if, that is, they can make Halfway to Christmas a holiday.

(Please check the JamBrain home or event pages for a complete lineup of the bands.)