ESCONDIDO - The holiday spirit was in high gear Saturday along Grand Avenue, despite some overcast skies and drizzle.

The eighth annual Jingle Bell Cruise was anchored at the corner of Broadway and Grand Avenue, where the host Escondido Downtown Business Association was holding court.

Sue Dusharme, the association's programs director, seemed to be worried over the weather but heady with excitement as the event got underway. The holiday cruise is much like the summerlong Friday night Cruisin' Grand enjoyed by car aficionados.

"The cruisers wanted us to continue the cruise through the entire year, but we don't have a staff to be able to do that," Dusharme said. "But we thought we could tie it into our holiday events.

"A winter cruise - a one-time thing during the off-season - this was a result of the enormous requests of cruisers," Dusharme said. "Bringing attention to downtown Escondido lies at the heart of the organization's mission. Everything that we do has that goal.

"To get people into the downtown, in the stores and restaurants, we want to make the downtown the center of the community again, both economically and socially," she said.

In the eight years since the inaugural Jingle Bell Cruise, downtown Escondido has responded on many levels - all spawned by the passion exhibited by participants of Cruisin' Grand.

"The cruising culture has made a positive impact on the downtown, not only the locals, but getting people coming in from all over the region," Dusharme said. "It has been one of the catalysts in making the downtown the center of our community once again."

"This street right here is the heart of the city," added Wendy Barker, director of Escondido's Historical Center, referring to Grand Avenue.

The road at the center of the Cruisin' Grand and Jingle Bell Cruise events enhances visitors' sense of Escondido's history, Barker said.

"It's the perfect street, an old-fashioned street where it's about people spending time together," she said. "These Cruisin' events are what put Escondido back on the map."

Barker said events such as the Jingle Bell Cruise has reminded people what is so special about Escondido. "There's a lot to look at here besides cars."

Barker pointed to a building on the north corner of Grand and Broadway.

"That building right there was built in 1886," Barker said. "It was the first commercial building in Escondido, and it's still in use."

Santa Claus visited with children in front of the store Draper's and Damon's, while a disc jockey played genre-spanning holiday music. The parade of pre-1974 automobiles made its way down Grand Avenue, where one of the downtown businesses energized by the events is Paul Woolsey's The Yogurt Place. He said he's noticed an economic effect from the community celebrations.

"It's wonderful, without Cruisin' Grand, we would lose a lot of business," Woolsey said. "Cruisin' Grand really keeps everything going."

Woolsey was passing out cookies and coffee, enticing visitors to taste some seasonal treats, and he seemed thrilled about the display of civic pride.

"Any excuse to get people together downtown, it's fun. There is a lot going on," Woolsey said.

As Elvis Presley's "Blue Christmas" echoed over the loudspeakers, Woolsey smiled. "It really puts you in the spirit," he said.

After driving along Grand Avenue in his 1967 Chevy Nova, Gerry Sevigny of Bonsall parked his car, ready to enjoy the festivities with friends and his dog, Stoney.

"We've been cruising today," Sevigny said, as he gave Stoney a pat.

Sevigny said he drove to Escondido on Saturday to share the holiday spirit and reunite with fellow car enthusiasts.

"After a while you get to know a lot of these people," he said. "I have a friend coming over from Temecula. We come here during the summer to meet, do a little dining and enjoy the cars. We wouldn't miss this today. We do enjoy our hot rods."

Carolers, dressed in Victorian costumes, passed Sevigny as they sang down the street.

"I got my Santa hat and Stoney has a Santa hat, too," he said.