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GREENSBORO — The Eastern Music Festival will open its four-week summer series of alternative music on Thursday with the bluegrass sounds of the Steep Canyon Rangers.

If the name sounds familiar, that's because the band has played to EMFfringe audiences before.

In 2005.

In 2006.

In 2007.

And if last summer's turnout is any indication, the popular North Carolina group could fill Triad Stage's 300 seats again.

"They are crowd favorites," EMFfringe coordinator Richard Emmett says.

They also signal the direction that Emmett took in programming this summer's series.

More familiar acts. Fewer shows. No major headliner.

"We didn't take some of the risks we have taken in the past," Emmett says.

His moves are designed to bring consistently bigger crowds to concerts across the board.

That's not to say there are no fresh faces in the lineup of blues, bluegrass, alt-country, R&B and children's bands.

Making their Triad debuts are artists that have won critical acclaim: singer/songwriter Lori McKenna, Chicago blues guitarist Carl Weathersby, R&B/funk artist Troy "Trombone Shorty" & Orleans Avenue and country rockers The Flat River Band.

But most acts should be familiar to audiences.

The Waybacks return to EMFfringe for the third time, The Greencards for the second.

The Seth Walker Band. Alt-country band the everybodyfields. Blues guitarist Jimmy Thackery. The Lee Boys.

All have performed around the Triad in recent months.

What's more, the number of shows has been cut to 12.

That's down from 23 concerts in summer 2006 and 18 last summer (Numbers don't include children's shows, which also count as part of EMFfringe.).

And unlike summers that featured big names such as Bruce Hornsby, Aimee Mann and Ladysmith Black Mambazo, there is no major headliner.

"With the price of gas and the economy being in the doldrums, we didn't think this was the year to go out on a limb," Emmett says.

EMF did go out on a limb when it created the alternative music series — then called Sonic Café — in summer 2003.

Tom Philion, then EMF president, started it to reach wider audiences with alternatives to the classical concerts EMF had presented each summer since 1962.

That first year brought Melva Houston, Tift Merritt and three other shows to Artistika Cafe.

Fans applauded the idea.

By 2006, Philion had increased EMFfringe to 23 shows, most presented downtown at Triad Stage and the now-defunct Flying Anvil.

But there was a trade-off.

Some concerts had low turnouts.

Legendary guitarist Johnny Winter and singer Dar Williams sold out with 600 people at The Flying Anvil, but up-and-comer Sarah Borges drew about 130.

Altogether, 23 shows attracted about 3,254 people.

"Is 23 too many? I don't think it was then," Philion says. "We were making a point about really trying to do something different."

For summer 2007, attendance climbed to 5,562 for 22 shows.

But some concerts fared better than others, says Emmett, who took over EMFfringe programming when Philion left for a job with the Seattle Symphony.

The Steep Canyon Rangers, The Greencards, The Waybacks and Lee Roy Parnell attracted strong crowds; Hornsby sold out.

But shows by soul and gospel legend Mavis Staples and guitarist Doyle Bramhall II lost money, Emmett says.

"We felt we were splitting the audience for some of the shows when you have four or five a week."

Emmett knows music; he and his wife own The Garage music club in Winston-Salem.

So, after last summer, he and EMF executive director Stephanie Cordick made changes.

To give EMFfringe a year-round presence and avoid competing with summer shows, they added six concerts between fall and spring — including famed banjoist Béla Fleck and pianist Chick Corea in March at Carolina Theatre.

That's why Cordick bristles at the suggestion that there is no big headliner this year.

"We chose to bring in the big names before the traditional five-week series," she says.

Also, to make it simpler for audiences, almost all shows are on Thursday, Friday and Saturday nights at the same place (Triad Stage), the same time (8:30 p.m.) and for the same price ($20).

Although big names attract attention, they can require larger venues, cost more and draw audiences away from other shows, Emmett says.

"Given the economy and what we know about producing shows, we thought it was probably more financially responsible to not bring in a big name, which would entail doing the show at a place other than Triad Stage," he says.

As Philion looks from afar at the 2008 lineup, he likes what he sees.

"It's the way a lot of festivals work. You always have artists you bring back on a regular basis, mixed with new and different acts," he says. "These are all high-quality performers, and ultimately, that's what the goal is."

Clara and Patrick Kelly of Greensboro plan to see Trombone Shorty and blues guitarist Thackery of Nighthawks fame — and skip acts they have seen before.

Bringing back repeat acts "doesn't bother me, as long as there are enough new ones coming through," Clara Kelly says.

"I would hate to have it stagnate."

Contact Dawn DeCwikiel-Kane at 373-5204 or dawn.kane@news-record.com