BY CHRISTINA HOAG

This time of year, many snowbound residents of Northern climes start dreaming of sun-kissed beaches. But if you live in the just-a-sweater subtropics, switch that scene to snow-kissed branches.

For entrepreneurial types, that signals a big market in the North for getting rid of the white stuff and a big market in the South for conjuring it up.

And nowhere's that hankering for snow stronger than in steamy South Florida.

FALLING IN LOVE: Snow is new to Dolphin Mall. This year, it ordered a daily snowfall - twice a day on weekends - from MagicSnow Systems, a snowmaking firm  in California. DOLPHIN MALL

CAN'T MISS IT

Snow in Florida is a surefire way to grab attention, even when fake, said Kathleen Dixon Donnelly, a marketing professor at Nova Southeastern University.

''Those who have never seen snow will come to see it,'' she said. ``It's a real good traffic builder, especially with kids because the adults will follow.''

That's what Dolphin Mall in West Miami-Dade found. It got in on the winter-wonderland act this year by ordering a daily snowfall from MagicSnow Systems, a California firm that makes biodegradable snow from a formula 90 percent air and 10 percent water.

With the aid of rooftop blowing machines, the mall has been showering customers with an 11-minute daily flurry, twice a day on weekends. The flakes dissipate on contact, leaving no messy puddles.

Patrons love them.

''We must have had 1,000 people gathered for the MagicSnow show last weekend,'' General Manager Pete Marrero said. ``The response is incredible. We're heavily leaning toward doing it again next year.''

For the record, South Florida experienced snow -- at least a sprinkling of flakes -- on Jan. 20, 1977. In other parts of the state, a flurry would barely merit a shrug, but here it was enough to earn front-page, banner headlines in The Herald and other newspapers.

That kind of reaction is good news for Florida snowmakers.