UPDATED 7.55pm: The fire that has destroyed the old Papamoa Hall tonight is being treated as suspicious, Acting Senior Sergeant Phil Gilbanks says.
"We don't know what the cause of the fire is so at the moment it is being treated as suspicious. It is an building that hasn't been used in a number of years.
"The biggest issue is getting water to the scene which is why we have blocked off the road. The road will stay blocked until the fire is adequately detained."
A witness at the scene told the Bay of Plenty Times that the call about the fire came about 6pm but by then the hall was already well alight.
A reporter at the scene said the fire had completely destroyed the building.
"The entire building has collapsed and all that remains is the brick facade on its front. The roofing iron, the exposed timer is all just charcoal."
There were fire trucks from Papamoa, Te Puke and Tauranga and they were rushing back and forward trying to get water to the scene, she said.
6.51pm: A blaze is burning furiously through the iconic Papamoa Hall tonight.
Tauranga City Councillor Steve Morris saw the blaze as he was driving home from Rotorua, about 6.30pm.
"It's just so sad, it's been such an icon for the old Papamoa community," he said.
Four fire trucks and a water tanker were fighting the blaze when he arrived.
A section of State Highway 2 has been closed and traffic was being diverted along Tara Rd and Parton Rd, he said.
"It's all gone, it's terrible."
A reporter at the fire said flames could be seen from Tara Rd and there was "smoke everywhere".
Fire service shift manager Megan Ruru said the fire was reported at 6.10pm and was "well ablaze".
Six fire trucks were currently at the scene of the 10m by 20m building fire.