The annual Burning Man counterculture festival kicks off Monday on the northern Nevada desert, and some Reno businesses could not be happier.

Recognizing the economic opportunity generated by the offbeat event, more hotel-casinos and other businesses are warming up to Burning Man buffs by offering special deals.

More than 35,000 people, many from the San Francisco Bay area, are expected to attend the weeklong gathering leading up to Labor Day on the Black Rock Desert 120 miles north of Reno.

Last year, the Golden Phoenix Hotel Casino and Resort became the first Reno resort to directly advertise to "burners" and offer special room rates.

The Golden Phoenix is offering special rates of 29 dollars, up from $19.95 last year. Participants only need mention they are with the event to get the deal.

Dozens of other businesses, from grocery stores to gas stations, have created links on the Burning Man Web site listing themselves as "burner friendly."

(Copyright 2005 by The Associated Press. All Rights Reserved.)