Four o'clock on a Thursday afternoon is not usually the prime slot for a rock band to play a gig. Adam Beason didn't mind, however.

"Usually, you get a call like this and you say, 'Uh, I got to ask the guys in the band,' but I didn't hesitate this time," said Beason, a Roanoke guitarist and singer. "I knew the guys would be cool with it."

That's because the gig was for all the hurting Hokies.

Beason and the rest of his band Half Moon kicked off the late-day portion of the "Here's to the Hokies" concert at Elmwood Park in Roanoke. Fifteen bands were scheduled to play the benefit, subtitled "Roanoke's Rockin' Remembrance," which raised money for the families who lost loved ones in the April 16 Virginia Tech shootings.

After 10 days of nonstop grieving, many people were ready to come up for air. The concert began with a free lunchtime show that attracted more than 200 people to hear Groova Scape and Electric Chameleon and Blacksburg-based groove-rockers the Kind.

"I think it's a great day for this," said Nicole Ellinwood, who spent her lunch hour at Elmwood. "Anything we can do to help the families."

She came with co-workers Jennifer Francisco, Amy Spangler and Aimee Bird. All four wore Tech T-shirts and sipped cans of Red Bull energy drink while they waited in a long line for burgers and fish and chips.

All four work downtown in the Wachovia building, where they watched the news of the April 16 tragedy unfold on television. None went to Tech, but they spoke about Thursday's concert as if it were a family reunion.

"Whatever brings people together in support of the same cause is worthwhile," said Ellinwood.

That thought was echoed by Dawn Barfield of Roanoke, who came to Elmwood with her 4-year-old son, Nathan. Mother and son sat in the shade of a tree behind the Roanoke Public Library as a cool breeze bent limbs and portended a possible late-day storm.

"This is something positive," said Barfield, who visited the Tech campus last week and placed flowers at a memorial on the Drillfield. "We cried, said some prayers. After that, it feels like it's time to heal."

Wendy Godley, the Kind's singer and rhythm guitarist, said that it's not too early for healing to begin, even if people's emotional wounds are still fresh.

"People need a release, a way to get the energy out," she said. "We need to feel good again. People process things in different ways. This is just one way to do something positive after such a senseless act."

Her band had a gig scheduled in Blacksburg the day after the shootings, but the members weren't sure whether to go through with it. After e-mailing some of their fans, they were encouraged to play the show. People wanted to get out and get away from wall-to-wall cable TV coverage.

Thursday's concert was planned quickly. Awful Arthur's management considered scheduling a show at one of their Roanoke restaurants. Manager Barry Caldwell lined up a brigade of bands, then director of operations Kim Thacker called EventZone, the city organization that handles Roanoke's major events.

Within a day, EventZone had lined up volunteers and gotten proper ABC and health department licensing.

"This is what they do," Thacker said. "They knew the people to call. We had seen this as a way to raise money, then it got so big. This is an opportunity for people in Roanoke to feel like they can give back to the families."

Promotion time was short, so organizers relied on bands to get the word out through Web sites such as myspace.com. EventZone executive director Larry Landolt said this "underground viral marketing" helped them reach fans.

When the evening performances began, lead-gray clouds gathered and blocked the sun, but the rain held off. Several hundred people grooved to reggae by Shayar and Krooshal Force and the guitar rock of the Pop Rivets.

Proceeds will go to the United Way's United in Caring Fund for Victims of the Virginia Tech Tragedy. Several local groups pitched in, including NewVa Connects, which sold T-shirts, and SRO Productions, which donated the sound system. Many local businesses donated sponsorships and products.

"I hope this makes people feel good," Beason said after his band's set. "I hope they can let loose and be happy."

EVENTS

CONCERT CANCELED

The New River Valley Symphony concert scheduled for Saturday at Burruss Hall on the Virginia Tech campus has been canceled. Refunds for tickets already purchased can be obtained by calling the UUSA Ticket Office in Squires Student Center at Virginia Tech at 231-5615.

WALK/RUN

Fleet Feet Sports and the Star City Striders will sponsor a community walk/run from 2 to 4 p.m. Sunday at the Patrick Henry High School track to honor the Virginia Tech community and the victims of the shootings.

Participants can run or walk on the track or neighboring trails. No entry fees, T-shirts, awards or timing clock. Donations will be accepted for the Hokie Spirit Memorial Fund.

SALEM AVALANCHE

Virginia Tech students and faculty with a valid Tech ID will be admitted free to Saturday's game against Kinston. Also, anyone wearing Tech clothing or headgear will receive $1 off box and reserve seats. The game starts at 6:07 p.m. and the gates will open at 4:30 p.m. Salem Memorial Baseball Stadium. Call 389-3333 or visit salemavalanche.com.

HOKIE SALE

Smiling Bulldog will have a sale of its Virginia Tech products from 10 a.m. to 3 p.m. today at the Pulaski County Chamber of Commerce Expo in Radford. The sale will be at the old Kmart building across from Kroger in the Radford Shopping Plaza. Of every sale, $5 will be donated to the Hokie Memorial Fund.