Polar Bear Plunge Helping Sea Isle Spending Freeze

Some daring souls wore Speedos and bikinis as they raced into the water at JFK Boulevard  Beach  to take part in Sea Isle's 19th Annual Polar Bear Plunge.

This year many of the plungers are motivated by the damage Superstorm Sandy wreaked on the Jersey Shore.

Officials say  proceeds from the plunge will be poured into attracting efforts.

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Polar bear plunge weekend is filled with plenty of partying and charity events.

But it also helps area businesses like Red, White and Brew thaw out from the winter spending freeze. And business is exactly what the Sea Isle coffle shop needs.

Sandy soaked it with a foot of water, forcing it to close for more than a month.

But thanks to the polar plunge which is expected to bring an estimated 40-50,000  people to the coastal community this weekend...Ellen Collins' business is percolating.

"It's  just great. Just great. We're ordering  like we would for summer months. Today was a great day."

Rooms in the area are booked solid thanks to the three day event.

And restaurants like Mrs. Bizzles Buns is sizzling. Owner Michael Cardinale is thankful.

Sandy damaged the restaurant and customers have been hibernating during the

winter months.

"This is shot in the arm we need to get back on our feet and we look forward to

it every year."

Sea Isle has also started a campaign called We're Ready. Letting people know the coastal community isn't destroyed and they're ready for business.