Police, Fire Service, Coastguard and Ambulance staff were all at the scene.
A rescue helicopter was involved in the search, as were local surf lifesaving clubs.
The Salvation Army had also sent staff to to provide any assistance they could.
The Police National Dive Squad will travel from Wellington today if necessary.
Hawke's Bay Today photographer Duncan Brown said he saw two fire engines, a Fire Service incident control truck and 12 to 15 civilian vehicles.
Surf lifesavers in inflatable rescue boats were searching the water and a helicopter had spent up to an hour flying up and down the beach.
Police had blocked off nearby Waitangi Reserve. Brown said he had seen two teenage boys in togs at the beach.
He said the water was still and flat and the weather was fine.