Notwithstanding PAS's shortcomings, this article provides an analysis of the factors that have allowed the party to remain in power in Kelantan for so long. It argues that after winning back Kelantan from UMNO in 1990, PAS transformed itself into a modern, well-oiled political machine, particularly when it comes to socializing its agenda to the people of Kelantan and reaching out to many out-of-state Kelantan voters.