HEAD FOR THE SHORE? COOL! Plenty of activities are planned for the holiday season.

Mark Soifer, who's worked to put Ocean City on the map for almost four decades, remembers his early years in town when the Shore closed down after Labor Day and the entire tourist industry started thinking about the next Memorial Day.

In recent years, thoughts of hibernating until the spring have been pushed further into nostalgia, as Shore towns are moving closer to their July speed. "People want more things and we're giving them more things," says Soifer, Ocean City publicity director. "It's been a gradual buildup."

Jeff Vasser, president of the Atlantic City Convention and Visitors Authority, said moves to stretch the season date back to 1921, when the Miss America Pageant was dreamed up to lengthen the tourism calendar by two weeks. By the 1980s, "everything used to revolve around casinos and casino entertainment." But with the casinos facing competition elsewhere in the East, Vasser says, "We have to give people more diversified offerings."

So even with bathing suits in the closet until May - or maybe longer, depending on that new diet - the Shore this year is pushing holiday attractions including shows, sports, the arts and Christmas events.

The casinos still play a major role, of course, as you can see while approaching the area on the Atlantic City Expressway after dusk. You can look up at the holiday-themed light show on the Waterfront Tower of Harrah's Resort. Caught by the weakened economy and competition from new casinos in other states, the hotels also are offering their best rates in years. Imagine a $99 night at Borgata or Caesars Atlantic City.

At the Tropicana, a performance of Miracle on 34th Street opened last weekend and runs through Dec. 19. Tickets are $25 and are available at the Tropicana, 1-800-745-3000 or www.ticketmaster.com. For show times, visit www.tropicana.net.

The casino also puts on a free Holiday Musical Light Show every hour on the hour from noon until 10 p.m. from Monday through Thursday and until midnight on Friday, Saturday, and Sunday throughout the holiday season.