Mammoth Rocks' new logo, picked by a fan survey.

… But Mammoth Rocks attendees definitely like it!

It could have been just a one off. In fact, Matthew Lehman, Mark Deeds and Betsy Smith, organizers of last August’s Mammoth Rocks — Taste of the Sierra festival, had no idea what to expect from the fledgling event. They wanted to try something different. If it were modestly successful, they’d have been happy. Even if it had been a flop, at least they could say they tried. But another one? That was so far in the future, none dared speculate it would go beyond just the single weekend.

What all three had no way of knowing as they went into last year’s Aug. 21-22 weekend wasn’t so much that they scored a surprise hit … it was HOW BIG a hit they scored. Mammoth Rocks pulled in some of the Village’s biggest attendance numbers ever, and ended up one of the surprise hits of the summer concert season. Restaurants participating in the Taste of the Sierra portion, who expected to generate a little publicity but basically figured they’d take most of the food home with them, were swamped with business. Most at least sold out or at least far surpassed expectations.

Locals and visitors alike were talking about the event for weeks afterwards, and many of those lobbied the organizers for a follow up. Well, this year, their wishes will be granted. And the event turns the power up a notch or two, as Mammoth Rocks — A Taste of the Sierra 2010 turns into a 3-day festival this year Aug. 27-29.

“The weekend is sure to be a hit for every rock ‘n roll fan’s musical likes, with no less than seven tribute bands on the bill,” said festival organizer Mark Deeds. In addition, a big push is underway to bring in great restaurants from both Mammoth Lakes and Mono County.

On the bill this year:

WAYWARD SONS, Hollywood’s infamous “Arena Rock” cover band, performing chart-topping songs from the late 1970s and early 1980s by Journey, Queen, Styx, Foreigner, Boston, Kansas and more. A few weeks ago in L.A. David Grohl of the Foo Fighters jumped on stage to sing Toto’s “Hold the Line.”

HOLLYWOOD STONES have the ultra cool Rolling Stones look and sound. More than just a sound-alike group, this is quite simply a completely true live band.

Unlike other bands that telegraph to their audience that they are there to pay “tribute” to a band, FAN HALEN are plugged in and ready to rock when they hit the stage. They don’t talk about it; they get down to business and that’s what sets them squarely apart from your average trib band.

ZOO STATION is the home of the complete U2 experience! From “Boy” to “No Line On the Horizon,” this band will take you on a musical journey from Dublin to the heart of America and back again.

After his days with the Police, Sting went on to establish himself as one of the world’s top solo acts, and STUNG is a polished, sincere, true to the artist homage to a great singer, songwriter and thought-provoking entertainer.

No summer concert would be complete without THE BOYS OF SUMMER, who bring you the best of Don Henley and the Eagles … music that’s become part of California’s rock legacy.

You gotta pay the cost if you want to trib The Boss, and THE RISING has paid its dues, earning a solid reputation as one of the finest Bruce Springsteen shows around, rocking audiences with a broad range of covers, from his early rock ballads to his latest material.

Everybody’s got a Hungry Heart

The Taste of the Sierra component of Mammoth Rocks will highlight many of the Eastern Sierra’s favorite restaurants serving some of their favorite samplings at a small price. Food booths will begin serving at noon on Saturday, Aug. 28, and continue until 10 p.m or they run out of food! Organizers said menu items are designed to be affordably priced, ranging between $1 and $4. (Note: Some vendors will will offer complete servings and price accordingly.) Last year 13 eateries participated, including: Whitebark, Angel’s, Sushi Rei, Fireside Grill, Perry’s/the Stove, Thai’d Up, One World Eats, Pita Pit, Petra’s, Convict Lake, Giovanni’s and Reds Gourmet Hot Dogs. “We expect many of these vendors to return and also to have several new additions in 2010, so come hungry,” Deeds said.

And, not forgetting our local musical talent, Deeds added that area bands will have their day in the sun at Mammoth Rocks. “We plan to have a local band showcase on Sunday. We have verbal commitments from 3 bands already, and may expand to 4 of 5 bands, time permitting,” Deeds told The Sheet. This, he said, will also coincide with a “Best Mammoth Mary” competition, featuring local bars battling it out for bragging rights to the best bloody Mary in town.

The event, free once again this year, will also have entertainment for kids and include a “dog-friendly environment.”

All the latest information and updates on bands, restaurants and more are available at www.mammothrocks.net, and you can follow the festival on Facebook at Mammoth Rocks – Taste of the Sierra.