Cruisin' the Coast was started in 1996 with a $500,000 contribution from casinos. While gambling halls don't spend as much directly anymore, the classic car event is still a major event for them.

"We've always had casino partners and they don't get the credit they deserve," said Chevis Swetman, chairman of Cruisin' the Coast, which has attracted thousands of vehicles. "We didn't want Cruisin' to be perceived as a casino event, but as a community event. But the casinos help us get top-flight entertainment and we want them to capture the business."

Coast casinos spent $50,000 to sponsor Cruisin' this year. Because Cruisin' can now raise money from other sponsors, such as Choice Supermarkets and Edgewater Mall, Gene Oswalt, executive director of Cruisin', said the casinos have been asked to shift their contributions toward bringing in oldies rock 'n' roll acts. Vince Vance & The Valiants and Frankie & The Cruisers are some of the acts that will be performing at Cruisin' sites, while Little Richard and Herman's Hermits will perform at the casinos.

"Every year since the event got started, we've decreased our contributions on the cash side and increased our contribution on the entertainment side," said Beverly Martin, executive director of the Gulf Coast Gaming Association. "That works out well, because our casinos are used to booking entertainment."

This year, the 12 Coast casinos are expected to spend $207,000 on direct contributions, entertainment, food and other Cruisin'-related events, Martin said. That doesn't include what casinos are spending on their own properties to make cruisers feel welcome.

Cruisin' was launched as a way to boost tourism, which traditionally slipped off after Labor Day. Now the event is a high point for casino revenues and hotel bookings.

"All of our hotel rooms are full Wednesday through Saturday," said Kim Fritz, a spokeswoman for Grand Casinos, which has 2,000 rooms in Biloxi and Gulfport. "We may even be sold out for Sunday."

Grand officials wouldn't release how much they were spending on Cruisin' this year, but Fritz said the casino sees a good return on the investment.

"We do see an increase in food and beverage sales and it helps bring in people who wouldn't normally come in," she said. "This is not a break-even situation for us."