The excitement is building and Newquay is bracing itself as thousands make their annual pilgrimage to the surf.
Organisers have put the finishing touches to the Boardmasters 'village' which has been constructed around Fistral Beach.
Vertical skate ramps tower above display stands and suddenly the area is starting to resemble a circus of extreme sports.
Stop a visitor at random and ask if they could name the number one British surfer? The answer is probably not.
But the sport has seen a massive boom in recent years and each summer around 150,000 spectators watch the action at Newquay's Fistral Beach.
The Boardmasters attracts many star performers and for those who live and surf here all year it is the equivalent of having Manchester United football team playing a game at your local park.
Locals watch with interest as top internationals grace the (slightly colder) British waters.
This year the Boardmasters returns for the 27th time and is hailed as Europe's biggest surf, skate and music festival.
Headline acts provide evening entertainment but away from the hedonistic parties there's a serious sporting title at stake.
Around 150 international surfers will battle it out in the five-star world qualifying series event.
Many are full-time competitors on the global professional circuit which visits Hawaii, Australia and Fiji followed by destinations like California and Japan.
It may sound like a dream lifestyle but any professional surfer will tell you the competition season is cut throat with constant pressure from sponsors to get results.
Despite its laid-back image surfing becomes a serious business once the contest heats are underway.
There'll be no holes barred at Fistral this week.
Let the show begin.
~RS~q~RS~~RS~z~RS~23~RS~)