Giovanni Ciro, left, of Mays Landing and Nick Ricci, of Sea Isle City, take stock of hundreds of pounds of groceries, meats, cheeses and cases of drinks at Giovanni's Deli on Landis Avenue.
Mike Gardinale waits on lunch customers Wednesday at Mrs. Brizzle's on Landis Avenue in Sea Isle City. Sea Isle City's business community briefly emerges from its winter hibernation for the annual polar plunge being held this weekend.
Workers begin to put up a tent in the parking lot of La Costa on Landis and JFK in Sea Isle. Sea Isle City's business community briefly emerges from its winter hibernation for the annual polar plunge, which draws as many as 40,000.
Gina Bennett of Rio Grande, left, and Ellen Collins, of Sea Isle, put out bread and pastries at the Red White and Brew Coffee Shop on Landis Avenue.
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People run on the beach in and out of the water during the annual polar bear plunge in Sea Isle City on Feb. 19, 2011.
Customers wait in line at Mrs. Brizzle's on Landis Avenue in Sea Isle City. Sea Isle City is expected as many as 40,0000 people for a long weekend of food, music and fun.
Henry Rodriguez of AC Party Rentals in Egg Harbor Township begins to put up a tent in the parking lot of La Costa on Landis and JFK in Sea Isle in preparation for this weekend's event.
Gina Bennett of Red White and Brew Coffee Shop in Sea Isle
Landis Ave in Sea Isle remains mostly vacant of traffic from JFK south from 45th Street, but it will be flooded with people this weekend.
- If you go
The festival starts today with the cutting of a 1.5-mile-long ribbon on the Sea Isle City Promenade at 11 a.m., and the naming of the Polar Bear Prince and Princess at LaCosta Lounge at 6 p.m. Contest registration is $25.
LaCosta costume contest at noon Saturday followed by the plunge at 2 p.m. off the JFK Boulevard beach.
Autism walk begins at 12:15 p.m. Sunday at JFK Boulevard and the Promenade.
Posted: Friday, February 15, 2013 2:15 am
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Friday, February 15, 2013 2:15 am.