The Surf City Splash celebrated 25 years on Wednesday, bringing revelers to the sand for a cold-water plunge to kick off the new year.

The tradition started with a few college friends jumping into the Pacific Ocean on a dare, but these days hundreds show up for the noon countdown leading up to the toe-numbing plunge.

Some came decked out in costumes, others in swimwear as they either rushed into the water for the cold shock, with temps in the high 50s, or walked gingerly into the frigid shallows.

Spectators who opted to stay dry watched and snapped photos from the sand and the pier.

The swell size dropped just in time for the festivities after offering bigger waves earlier in the holidays.

The event benefited the International Huntington Beach Surfing Museum.