HAMMONTON, N.J. More often than not, when government officials in New Jersey have wanted to "stick it" to motorcoach operators running buses to Atlantic City, the citys gambling parlors have been silent.

That changed last month at a public hearing on a proposal to milk more money out of operators who send coach loads of gamblers to Atlantic City.

Spokespeople representing five of the citys casinos came out to support the bus operators, who not only strongly criticized the proposed changes but said they would start taking their customers to gambling venues in other states if the changes are adopted.

The proposed changes to the bus medallion system operated by the South Jersey Transportation Authority, along with new traffic rules for buses driving into Atlantic City, come at a time when the citys casinos are facing their first annual revenue decline in history.

Some of the casinos appear worried that more bus companies may haul their passengers to gaming operations in Pennsylvania, Connecticut and New York. And thats exactly what operators warned would happen if the transportation authority goes ahead with its plan to revise the bus fee system and routing rules.

Frank Gibbens, terminal manager for industry giant Academy Bus, said the $48,000 his company pays for bus permits would increase by at least $5,000 under the proposed changes.

Tom Dugan, owner of Safety Bus Service in Pennsauken, N.J., expects expenses caused by the plan that would force operators to use the Atlantic City Expressway as the main route in and out of Atlantic City to cost his company an estimated $12,000 in tolls, fuel and bus maintenance costs.

"Costs are just prohibitive for us to do business," said Dugan, who also is president of the Greater New Jersey Motor Coach Association. "Its just easier for the companies to go to other destinations."

The prospect of higher costs, and new bus routes that would force motorcoaches use the Atlantic City Expressway instead of the often easier to navigate Black Horse Pike and White Horse Pike, makes it "more conducive" to work with gaming operations in nearby states, said Harlen Simonson, operations manager for Hicksville, N.Y.-based Paradise Trailways.

That was not what casino company spokespeople wanted to hear.

Resorts Atlantic City "adamantly opposes" the South Jersey Transportation Authority proposal, said Donna Ward, the gaming hall's director of sales and marketing.

"The one thing that we don't want is an authority, who has partnered with us, to make it more difficult to bring people into Atlantic City," she said.

Tim Lawry, an attorney representing Harrah's Entertainment, which runs Harrah's Atlantic City, Showboat Casino-Hotel, Bally's Atlantic City and Caesars Atlantic City, said the South Jersey Transportation Authority plan would have a "detrimental effect."

Lawry asked the authority to delay action on the proposal for a year, until a major transportation study, in which the South Jersey Transportation Authority is participating, is completed.

Those attending the hearing last month seemed mystified the transportation authority would propose its changes at a time when winnings at Atlantic City's casinos are down.

But South Jersey Transportation Authority officials contend their plan badly needs updating, and the changes will, among other things, take buses off congested streets and charge motorcoach companies more fairly for the number of times they head into and out of Atlantic City.

Operators, however, werent buying that reasoning.

"The blatant, cold fact is the authority just wants more tolls," asserted Glenn Davis, vice president of Hammonton-based Via Bus.

Wade Lawson, deputy executive director of the South Jersey Transportation Authority, said the agency would review all testimony before deciding on the plan. The final plan could wind up different from the current proposal, he said.

The South Jersey Transportation Authority sets bus routes and stops in Atlantic City in an effort to reduce congestion by controlling where buses can travel. It also charges buses a fee to operate in the city.

The authority is proposing to make the White Horse and Black Horse pikes feeder routes for the expressway. That would force bus operators to pay expressway tolls.

The SJTA also is proposing to change the way it charges for its medallions, which are fees for bus companies to operate in Atlantic City. All future medallions would be based on a $2.80 permit fee "multiplied by the number of bus trips for the previous year or estimated for the upcoming year, whichever is greater."

Such a universal fee system would likely result in an "increase for high-volume users," the authority admits. Currently, operators can buy annual "single bus" or "fleet medallions" and escape the daily per-bus fee.

For more than 25 years, coach operators have hauled hundreds of customers to Atlantic City casinos on a daily basis, although the number of bus companies has dropped dramatically over the years.

Gambling revenue in Atlantic City has declined in six of the first seven months of this year. Analysts say it's likely the industry's annual revenue figures will decrease for the first time in its history.

Part of the decline is blamed on gaming operations in Pennsylvania and Connecticut.

There will be a second hearing Sept. 12 on the proposed changes. It will be at 10 a.m. at the South Jersey Transportation Authority Administrative Building at the Frank S. Farley Service Plaza in Hammonton.

Written comments can be submitted until Sept. 14, and should be mailed to: Wade Lawson, Deputy Executive Director, South Jersey Transportation Authority, 25 South New York Ave., Atlantic City, NJ 08401. Or, e-mail to: rrodriguz@sjta.com.