Playing at my local charity room on a very big night. Lots of non-regs playing loose and looking to gamble. Table has been incredibly loose and hero has adjusted by playing extremely tight. Villains do not notice hero's play.

Villain is a "fun" player. Very loose not very aggressive, doesn't really know what he's doing.

A couple orbits ago hero opens KdQc UTG for $11. Super loose passive calls UTG+2, Villain calls in HJ, Hero's friend (slightly tilted) goes all in for $21 in CO. Folds to hero, hero calls (raise?). UTG+2 calls, Villain Calls.

Flop AdAh6c Hero checks, checks around.

Turn 7d Hero checks, UTG+2 checks, Villain thinks for a little bit then throws in $23 and says "Michael Jordan!" Hero folds, UTG+2 folds.

River 9h Villain show's 2s5s, Hero's friend wins with QdJc.

OTTH

UTG limps, Villain (covers) UTG+1 limps, 2 more limpers, CO raises to $7. Hero ($270) dealt 10d10h on BTN 3-bets to $26. UTG calls, Villain Calls, CO calls.

Flop($107) KhQc2h checks to hero, hero checks.

Turn($107)10c checks to hero, hero bets $65 (sizing ok?)

Villain calls, rest fold.

River($237) 9d Villain checks, Hero???

I'm checking back this river 100% of the time. We don't want to get raised and bluffed off our hand. I feel like Villain (being an amateur player) will definitely go for the river C/R.
Even if V does have any piece, I don't think hes calling us off without a K, but I think a K bets the turn.

against a 3b this is weird.

In a single raised pot I'd value bet river alot of the time but I think the only hand we really beat is AK/AQ and there are alot of slowplayed over-sets and rivered straights (JJ)

Bet $90 to get called by a K or Q or two pair. Fold to a raise.