It might not seem busy now, but this weekend, spring breakers are expected to give Panama City Beach an economic shot in the arm.
"This week was a little slower than we would hope for but we're making up for it in the next couple of weeks," Nicole Steinman, of Holiday Inn Sunspree Resort said.
Hotels and clubs are gearing up for what's expected to be a busy spring break season.
"We are lucky in the fact that we have all our sponsors are back this year," Christine Calabrese, of Passion Marketing Group said.
Everywhere you turn, you'll find those corporate sponsors.
The Army with it's obstacle courses, free swim suits from Victoria's Secret..for the ladies of course.. and all types of concerts to get college students away from the books and onto the beach for some fun in the sun.
Over 250,000 students are expected over the next few weeks.
Marketing groups tell us the bad economy shouldn't be an obstacle when it comes to spring break.
"It's the one event if you're going to spend the marketing dollars spend it wisely," Calabrese said.
"Just the fact that spring break and the economic times doesn't seem to effect college kids that much. These kids save up all year long and use credit cards," Chris Pitts, of Club Lavela said.
Organizers say the chance to get thousands and thousands of eyes looking at what you have to offer is worth every minute.
Those corporate sponsors recruit during spring break.
Despite the bad economy, those numbers aren't expected to be any lower than last year.