One group receiving increased attention is the gay/lesbian/bisexual/transgender community. According to figures supplied by the Atlantic City Convention and Visitors Authority, this market accounts for some $70 billion worth of economic impact on American tourism. Furthermore, these folks have a median household income of $86,400 (way above the national norm). And while on vacation, 73 percent dine out, 70 percent visit popular mainstream tourist attractions and 63 percent shop.

So it's not surprising that AyCee is making a concerted effort to lure the GLBT (as it's called) crowd. "The GLBT market is a viable tourism segment that has a large economic impact," offered ACCVA President Jeffrey Vasser. "Atlantic City has the right mix of resorts, nightlife, dining, spas and other attractions to appeal to GLBT travelers, and it makes good sense to reach out to any sizable market segment or niche that can add to Atlantic City's tourism growth."

For Harrah's Entertainment, Atlantic City's biggest casino operator, this isn't just some abstract marketing concept. This weekend, three of the company's four properties (Caesars Atlantic City, Harrah's Atlantic City and Showboat) are participating in "OUT in A.C.," a weekend-long series of events programmed for GLBT patrons. Among the activities scheduled are:

* Tonight's "Catwalk Party" at Club Worship at House of Blues inside the Showboat hosted by transsexual icon/fashionista Amanda Lepore, and featuring rapper Cazwell.

* A "VIP Mix & Mingle" party with Pam Grier, Rose Rollins, Kate French, and Mia Kirshner from Showtime's lesbian-themed series, "The L Word," tomorrow at the Foundation Room at House of Blues. The women will follow that with a Q & A session in the venue's Music Hall.

* "Decadence at Caesars" (tomorrow, Caesars), a dance party hosted by former 'N SYNC-er Lance Bass and DJ Jai Rodriguez from "Queer Eye for the Straight Guy."

* "The Sunday Rehab Brunch and Gay Bingo" at Harrah's featuring drag performer Miss Coco Peru and hosted by Rodriguez.

Creating such a huge event for this market may seem to be a giant leap of out-of-the-box marketing. But it actually makes plenty of sense, and not only because of the figures cited above. First of all, Atlantic City has historically been a destination-of-choice for the gay community. Even in the days when the homosexual world existed mostly in the shadows, New York Avenue was widely known for its nightclubs catering to this audience.

Today, with homosexuality no longer a stigma in much of society, it's just smart, forward-looking thinking, said one Harrah's Entertainment exec.

"We believe entertainment is going to be a key component in changing perception and exposing as many people as possible to Atlantic City," offered Jennifer Weissman, the company's regional vice-president of marketing.

"We believe the gay community is already visiting Atlantic City. We're trying to provide it another reason to visit. We see this as providing unique entertainment for a distinct lifestyle. And we haven't yet seen any specific (events) that speak with this demographic in the Atlantic City market."

Weissman added that such a strategy plays into her employer's emphasis on diversity, both in the workplace and in the marketplace.

For more info, including a complete schedule of events, go to www.harrahs.com/getoutinac.

Roots redux

Top dog

Chuck Darrow has covered Atlantic City and casinos for more than 20 years. Read his blog http://go.philly.com/casinotes.

E-mail him at darrowc@phillynews.com.

And listen to his Atlantic City report Saturdays at 1:25 a.m. with Steve Trevelise on WIP (610-AM).