Last year, when he helped launch a concert benefit for the Church Health Center, musician J.D. Reager didn't have any big expectations.

But the show, dubbed "Rock for Love" and featuring a host of local acts, was an unqualified success, raising nearly $10,000. "We really weren't expecting it to be as big as it turned out to be," says Reager of the concert. "We thought we'd hang up some posters and raise a few hundred bucks and that'd be it. So, this year, we knew that we were going to try and make something bigger."

The "Rock for Love" benefit has become something bigger indeed. The event has grown into a two-night concert festival -- happening Friday and Saturday at the Hi-Tone Cafe -- and fundraising effort for the CHC.

Launched in 1987, the Church Health Center is a faith-based nonprofit that provides health care to qualified, working applicants starting at about $45 a month. Over 1,300 area businesses are signed up with the center's Memphis Plan, providing coverage to about 4,000 individuals and their dependents. That figure includes a large number of working musicians.

For Reager -- a singer-songwriter and recording engineer -- the idea of supporting an institution that helps musicians made sense. Last summer, he hatched his plan for a health center benefit with two of its employees -- public relations director Marvin Stockwell who is a member of the punk band Pezz, and his assistant, Jeff Hulett, a drummer in indie-pop band Snowglobe.

"We were just talking about it one night. And then the idea kinda took off on its own," says Reager.

Last year's event -- held at the Gibson Lounge -- featured a close-knit crew of local acts and performers. This year brings with it some fresh additions. Beyond Reager's own bands, The Cold Blooded Three and Two-Way Radio, and a handful of fellow members of the Makeshift Music collective, the 2008 lineup has expanded to include national acts like Oh No! Oh My! and the Royal Bangs, as well as popular local hip-hop acts like Lord T. & Eloise and Al Kapone.

"Lord T. & Eloise wanted to play last year and couldn't because of a scheduling conflict," says Reager. "And Al Kapone actually approached us about playing the show, which was kind of a shock. He heard about the cause and got my number and called me up and said, 'Hey, I want to play. I'll play for free. I'll do whatever.' "

That kind of grassroots support, not just among performers, but among sponsors (like Sun Trust Bank) and volunteers (including event emcees like sports radio personality Chris Vernon), has been heartening for Reager. "It's definitely really cool to see all the people that have come out of the woodwork," he says. "We've already raised twice as much money for the Church Health Center as we did last year, and we haven't even had the show yet. So that's a good sign."

As for the proceeds from the event, Reager notes that the impact from the money is felt directly and immediately. "For example, last year, what we were able to raise was enough to basically sponsor an entire day at (the Church Health Center's) walk-in clinic on Peabody. That's a place that anybody can just come in off the street and receive medical care for $30. That's all inclusive: prescriptions, X-rays, all the stuff that can really add up."

Reager adds that the center provides an invaluable resource for those in need. "I know that the Church Health Center plays a vital role, not just for working and uninsured people, but for musicians. The Church Health Center has bailed out a lot of musicians in town, including some notable ones," he says. "I personally am not insured and I get my care through the Church Health Center's Memphis plan. I know if I didn't have that, I'd be in trouble."

The event also will feature a silent auction run by Memphis Roller Derby; a limited edition CD of live tracks will be on sale and available only at the show; and the first 50 people through the door each night get a free "Rock for Love" T-shirt.

"It really is a good cause," adds Reager, "The need for health care is something that a lot of people can relate to. I think that's why we've been so successful."

"ROCK FOR LOVE 2"

Concert benefit show for the Church Health Center. Friday and Saturday at 9 p.m. at the Hi Tone Cafe, 1913 Poplar Ave. Tickets are $10 per night, $18 for both, and $100 for special V.I.P. pass. To purchase, log onto hitonememphis.com or call 1-800-594-TIXX(8499).

CONCERT SCHEDULE

Friday, Aug. 22:

9:30 p.m. -- Vending Machine

10:20 p.m. -- J.D. Reager & the Cold Blooded Three

11:10 p.m. -- Two Way Radio

Midnight -- Al Kapone

12:50 a.m. -- Lord T & Eloise

Saturday, Aug. 23:

9:30 p.m. -- Royal Bangs

10:20 p.m. -- Oh No! Oh My!

11:10 p.m. -- The Coach and Four

Midnight -- Antenna Shoes