Hundreds of people along Milwaukee's lakefront are taking a new year's day plunge in the frigid waters of Lake Michigan. 

This is a live look at Bradford Beach where the annual polar bear plunge is now underway. 

Talk about a place to see and be seen.  Folks are dressed up in all kinds of costumes.  Most take a quick dip a few hearty souls make a big splash everybody has some warm clothes to get into when they get out. 

This was a way to raise money for charity.  Just a little south of the beach is the annual 'cool fool kite festival' which runs until 5 at veterans park...and next door to the park is the Milwaukee Art Museum which is offering free admission today.