WATERLOO - Great White formed more than 30 years ago, but it wasn't until last week that frontman Jack Russell felt confident inking a portrait of the Grammy-nominated rock band on his back.

"I've always wanted to do it," said the vocalist, moments before a friend started the tattoo. "We've just never had the right mix of people until now."

That Russell still is talking in the present tense is a testament to the staying power of Great White. Like many '80s bands, the group's tunes momentarily faded from the spotlight when acid wash jeans were replaced by flannel shirts and bandanas. And after 100 people, including guitarist Ty Longley, died in a fire at a 2003 show, even Russell questioned the band's will to go on.

But changing sensibilities, and a desire to jam, has once again made Great White a force to be reckoned with. A new generation of fans, introduced to classic rock via "Guitar Hero," have joined their parents at concerts. And people of all ages are tuning in to the group's straight-ahead melodies about love, life and making it to the next payday.

"We are a very honest band," Russell said in a phone interview. "I write about what's going on in my life, and pretty much, what's happening with me day-to-day is what's happening with you. Whether you're serving french fries or singing in a rock band, we all go through the same stuff."

Musicians in the '90s "were all screaming about how bummed out they were about everything," he added. A Great White show leaves people smiling, Russell said.

"I think that's why people are coming back to us," said the artist. "The last thing you want to do at a concert is be reminded of how screwed up the world is."

Great White will headline this weekend's My Waterloo Days festivities with a free 9 p.m. show Saturday at the RiverLoop Expo Plaza. The performance is part of a summer tour promoting the band's latest album, "Rising," and serves as a celebration of the group's longevity.

"This is the band I've always dreamed of," said Russell, who counts 14 ex-Sharks among his many collaborators. "This is the band I've been dreaming of since I started the band in 1978."

The current lineup includes Mark Kendall on guitar, Michael Lardie on keyboard and guitar, Audie Desbrow on drums and newcomer Sean McNabb on bass. In addition to playing new material off "Rising," the group will feature fan favorites like the infectious "Once Bitten, Twice Shy."

"The tour is going great," Russell said. "It's great to be appreciated still for what we love to do."

He has only one request for Cedar Valley concertgoers: Check any grunge attitudes a la the '90s at the door.

"We're not here to whine," Russell said. "We're here to have fun."