When I was still doing stints as a FOH soundguy I used to keep my FOH mix at around 95dba, by the meter that I had at the FOH mixing desk. Unlike the others manning the desk I didn't subscribe to the idea that since 100dba was the max for the venue, that was where mix should be kept at. And I noticed that when I kept it at 95 audience member were far more likely to come forward to the stage. What the bands were always asking the audience to do.
I don't know what my levels are in rehearsals. But we tend to keep the levels at a reasonable level. And that's the advantage of having the Axe-Fx. None of this 'I got to push my tubes or else it won't sound good' bullshit. As long as I can hear what I'm playing, I'm okay now with turning it down a little.