Tag's has rocked the Southern Tier for 30 years. What's next for Chemung County venue

The past 30 years at Tag’s Summer Stage will flash before founder Tag Rhodes — and thousands of guests — when the Big Flats venue celebrates three decades of music during a special event July 15.

The show will include an hour-long video montage of all the A-list entertainers who have played at Tag’s over the years, a who’s who of rock and country music that includes the likes of Bob Dylan, Motley Crue, Lynyrd Skynyrd, Rob Zombie, Willie Nelson, Dierks Bentley and Luke Bryan, just to name a few.

Rhodes has booked the biggest names in the industry. The July 15 event, though, is a celebration of the Southern Tier music fans who have helped make Chemung County a stop on dozens of national tours. The event will include games, giveaways, a fireworks show and music by Tusk, with special $30 buy one, get one ticket pricing in honor of the venue’s 30th anniversary.

“There’s no way I’m making money on this, and that wasn’t my intention,” said Rhodes. “It was just to give back to the community that gave to us, to come out and have a good time, see a great fireworks show and see a fabulous Fleetwood Mac tribute band.”

How Tag’s turned into a concert destination in the Southern Tier

Reaching such a milestone wasn’t on Rhodes’ radar when he purchased a rundown tavern from a family friend in 1992. His concerns were more immediate, like learning how to make a mixed drink and wearing multiple hats every day he came to work — bartender, cook, dishwasher, Rhodes did it all.

He started incorporating live music into the business, hosting local acts inside the restaurant, then booking outdoor events with bigger regional acts the following year. That led to constructing the first iteration of Tag’s Summer Stage, and the venue has been growing ever since.

Rhodes credits its position just off I-86 as a big factor in pulling concertgoers from across the state. The fence in front of the stage has been pushed back several times to accommodate ever larger crowds, aided by 15 acres Rhodes didn’t realize was part of the property when he made the initial purchase.

“I just bought a hometown bar I grew up in as a kid in town. I wanted to make a living somehow, with no premeditated thought of doing national acts,” he recalled. “We grew at a very slow pace organically. We did it all ourselves as an independent business that has never gotten a dollar from our town, county, or state.”

How Tag’s evolved to meet the demands of the music industry

Tag’s built a reputation as a small-town venue that could support big crowds, and provide entertainers with a positive experience on the road. Many chart-topping acts have come back to Tag's for return engagements; Dierks Bentley, Blue Oyster Cult, Brantley Gilbert, Toby Keith, Styx and others have all played Tag’s three or more times.

“You get one shot with those acts,” said Rhodes. “If you do the job right the first time you’re in good shape from there on out.”

Tag’s has been able to remain relevant amid changes to the live music industry. Rhodes said the rise of Live Nation has made it increasingly difficult to book “A level” tours as Tag’s competes with other upstate venues in larger markets, like Buffalo, Rochester and Syracuse.

Newer bands, meanwhile, have yet to build the type of following that can sell out the venue. Rhodes sees tribute bands growing in popularity. Acts covering Fleetwood Mac, Led Zeppelin and the “Psychedelic 60s” are all on the schedule this summer.

“I think that’s an undercurrent of the future as these artists age and can’t tour anymore, but the music is so meaningful and needed,” said Rhodes. “Tribute acts are playing meaningful theaters in major markets.”

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What’s next for Tag’s Summer Stage?

The restaurant at Tag’s is now filled with signed guitars from some of the biggest names in American music who have played his stage. What can Rhodes, now 57, do for an encore after building a nationally-respected concert venue from scratch in his hometown?

Rhodes said he has no plans to make the venue any bigger. Instead, the focus is on small improvements and landing the next big band.

“I’m going to keep trying to get the A level acts that are always tough to get, and bring them to Big Flats,” he said. “That’s all I can do.”

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Who's playing at Tag’s Summer Stage in 2023

Tag's first show of 2023 was a sellout featuring country music stars Cole Swindell and Lee Brice. Here's the remaining schedule.

July 2: Rodney Atkins and Sammy Kershaw

July 8: Tom Keifer, Stephen Pearcy and Vixen

July 15: Celebrating 30 Years of Music featuring Tusk

July 22: Get the Led Out with Captured

Aug. 11: Dustin Lynch and Dylan Scott

Aug. 13: Psychedelic 60's Spectacular - Tommy James, Peter Noone and The Grass Roots

This article originally appeared on Elmira Star-Gazette: Tag's Summer Stage celebrates 30 years: Who's playing in 2023