If the thought of organizing a small gathering for New Year's Eve intimidates you, imagine throwing a party for 1,000 young, exuberant people, mostly from Ontario. With an open bar.

This has been the self-inflicted fate of three young Montreal entrepreneurs who have been hosting the Fluid New Year's Eve bash for the past decade.

The satisfaction of watching 1,000 flushed and joyous faces prepare for countdown "makes it all worth it," said Fluid founder Ben Rodier.

Reaping the gains of a bash for 1,000 people paying at least $100 a pop in an industry where profit margins range from 20 to 80 per cent doesn't hurt, either.

Fluid is one of about a dozen parties of similar size held throughout the city.

They're part of a burgeoning market in New Year's Eve parties that is bringing in tens of thousands of revellers to a city renowned for its nightlife.

Breakaway Tours ships about 3,000 high school and university students from Ontario and the Maritimes every new year's to Montreal. For about $220, revellers get bus transport and two nights' hotel, and the tour operator will sell them tickets to the Montreal bash of their choice as well.

Ryan Burke, president of Breakaway Tours, said Montreal is the most popular destination, followed closely by Quebec City. "It's a unique trip to a great city and people have a great time."