MILWAUKEE (CBS 58) -- For many in Milwaukee, the Polar Plunge is an annual tradition and New Year's Day wake-up call. Despite below zero "feels-like" temperatures, hundreds braved the cold at Bradford Beach to take the plunge. 

CBS 58 spoke with veteran plungers who said the crowd was less than half of the usual turnout, but not surprising given the cold temperatures and conditions. 

Many of those who took part in the event set up tents and started fires to warm up after taking a dip. 

They say it's all about preparation, slowly acclimating your body and having a plan to warm up immediately. The temperatures fluctuate drastically every year and that means plungers don't know what to expect when they hit the water.

"It's a lot colder this year. A lot colder," said Toni Gillette. "I've been doing this for many, many years and this was a tough year. This was a very tough year."