Pre-registrations for the second annual Big Easy have already doubled last year's, with 30 per cent of entrants coming from out of town.
As of yesterday, more than 1300 cyclists had signed up online for the laid-back 45km trip from Havelock North Domain to Church Road Winery in Taradale - with some tasty stop-offs along the way.
"We were pretty happy with last year, this time it's the same thing in reverse, we have a lot more stores and cafes participating and they are a lot better prepared," Hawke's Bay Tourism general manager Annie Dundas said. "I think the formula works in that it's not a race, it's time for people to enjoy the fabulous distractions along Hawke's Bay's cycle trails."
Organisers had been working to bring more enthusiasts from outside the region, by amping up publicity on social media. "Early indicators show that [out-of-towners] are going to be up on last year, I have not seen the final numbers, but so far it's about 30 per cent, we are pretty delighted with that."
Registrations will also be taken today. The event begins at 10am with whatever the weather.