Set vs river wake up

[SinkRox]

No Limit Holdem Ring game
Blinds: $1/$2
4 players
Converter

Pre-flop: (4 players) Hero is Button with J[img]/images/graemlins/spade.gif[/img] J[img]/images/graemlins/club.gif[/img]
UTG folds, <font color="#cc0000">Hero raises to $8</font>, SB folds, BB calls.

Flop: J[img]/images/graemlins/heart.gif[/img] 3[img]/images/graemlins/club.gif[/img] A[img]/images/graemlins/spade.gif[/img] ($17, 2 players)
BB checks, <font color="#cc0000">Hero bets $12</font>, BB calls.

Turn: 2[img]/images/graemlins/heart.gif[/img] ($41, 2 players)
BB checks, <font color="#cc0000">Hero bets $29</font>, BB calls.

River: T[img]/images/graemlins/heart.gif[/img] ($99, 2 players)
<font color="#cc0000">BB bets $50</font>, Villain has $66 left.

Only played ~10 hands with villain and he seemed pretty passive.

Is there enough value in shoving river or do you just call?