Thirsty Thursday has met its match.

The unofficial first day of the weekend now serves a purpose other than simply quenching one's thirst, thanks to Rock Hard Thursday at Zeno's, 100 W. College Ave., which starts at 9 p.m. every, well, Thursday.

The purpose? You got it. Everything is rock hard.

Most importantly, of course, is the music, which is initially provided by disc jockey (and sometimes bartender) Chris Brida.

"Hard rock music is hard to classify," Zeno's general manager Dave Staab said.

But a general definition could go something like this: early rock, like The Rolling Stones, Jimi Hendrix and Led Zeppelin. Then there's '80s rock, a la AC/DC and Guns N' Roses; and all the way up to new-ish rock, like Soundgarden, Alice in Chains and Jet.

"[Rock Hard Thursday] reminds me of the '80s," Brida said, "when you listened to stuff your parents said you weren't supposed to."

Twenty years later, it's Brida's time to make the rules: no hair bands and no metal.

"It's what we consider the good stuff," Staab said of the evening's music selections. "Hard rock filtered through the Zeno's catalogue."

So with bands like Poison out of earshot, Rock Hard Thursday moves into its second phase: original rock 'n' roll, courtesy of Ted McCloskey and Daryl Branford.

"Ted's probably one of the best songwriters in town," Brida said of McCloskey, who is one of the few original musicians in cover-loving State College.

McCloskey also provides slide and 12-string acoustic guitars, banjos, piano, harmonica and vocals, giving his studio recordings "a completely different feel."

"It's not your usual show," McCloskey wrote in an e-mail message .

He had to decline to a phone interview, due to a busy schedule while recording a PBS documentary soundtrack.

Branford plays a drum/percussion hybrid kit, which consists of traditional drum parts, congas, world beat drums and assorted household objects such as pans and lampshades, McCloskey said.

"This combination lends to some intoxicating rhythms, and I'm not saying that because I'm in the band," McCloskey wrote.

"He's fantastic."

The duo also rocks out by adding "quite a bit" of improvisation to the set.

"I'm not really a fan of bands who go out and play the songs exactly the way it is on the record," he wrote, adding (in true Rock Hard fashion), "if you want that ... just listen to the record."

But capturing the true essence of rock-hardness can't be done simply through wicked guitar riffs and hardcore lyrics.

"[Rock hard] is more of a lifestyle, you know," Brida said.

"It reminds me of listening to AC/DC, smoking a cigarette, drinking Jack Daniel's on the rocks."

Staab said he agrees, and decided to expand on the rock hard theme by incorporating the local Harley-Davidson shop and tattoo parlors into the shows, as well as Jack Daniel's and Jim Beam whiskeys.

So, Staab said coming soon to Rock Hard Thursday are weekly contests -- like best rock 'n' roll tattoo or attire -- and giveaways from the aforementioned companies.

Motorcycles, tattoos and whiskey. Ah, yes. Now these things are rock hard.

"We're really going to have a good time with it," Staab said. "It's an easy way to start your Thursday."

No tats on your body or leather jackets in your wardrobe? No problem.

"Break out your best rock concert T-shirt and come on down," Staab said.

Even non-rock hard people have one of those.