Brave residents are once again being challenged to take part in the Papamoa Polar Plunge for charity.
It is the fourth year Papamoa Unlimited has organised the event, which is on Sunday July 29 at Papamoa Beach.
Winners of the plunge get the privilege of donating $1000 to their chosen charity or not-for-profit organisation.
Event manager Kate Percy from Papamoa Unlimited said the polar plunge was a great opportunity for local people to come together to give back to the community.
Schools, sports clubs, community organisations, individuals and businesses were invited and challenged to join forces to participate in the plunge, she said.
Percy said while the $1000 would make a difference for the winners, the real value was the spirit that this event helped evoke from people coming together with a common goal.
"We are so fortunate to have a great bunch of businesses who are keen to be involved with their retailers beyond the shop door," she said.
This year staff from the Ocean Blue Health and Fitness Club will be taking the plunge for the Tauranga St John Ambulance Service.
"Having the opportunity to be part of an event like this which has a real local impact is a privilege," said the club's manager, Sue McBurney.
A team from Papamoa Beach Tavern is also be taking the plunge and will donate the cash to Tauranga Coastguard if they win.
Percy said the overall winner of the $1000 prize would be drawn from the pool of participants.
Papamoa Beach Tavern would also help warm up participants with free treats, and also provide some giveaways immediately after the plunge, she said.
Tavern manager Kerry Bollen said: "The tavern staff are pumped for the plunge every year and think it's a great way to give back to the community."
Registrations on the day are by gold coin donations and open from 10.30am at Papamoa Domain on July 29.