A person has died following a dramatic beach rescue attempt at Waimarama Beach, near Hastings, where three people were caught in big surf.
Police said the person died after being recovered from the water shortly before 7pm and two others were taken to Hawke's Bay Hospital in a moderate condition.
The Lowe Corporation Rescue Helicopter was also flying to the coastal settlement.
The incident came just hours after the well-attended Waimarama Beach Day, which attracts hundreds of people annually.
This is the second drowning in the Hawke's Bay region this week.