All roads will be leading to Skegness this weekend - for the fifth staging of the big AMCA Beach Race.
The event is growing in popularity year on year and attracts crowds in excess of 20,000 spectators, who can watch the action free of charge.
This year the race carries an increased prize fund with a cheque to the value of £1,000 awaiting the winner of Sunday’s main three-hour solo blast.
However, first the task of constructing the circuit and erecting the thousands of metal crowd control barriers will take place on Central Beach to mark the route.
The AMCA Events team will be on-site all week with earth-moving equipment supplied by Roberts Plant Engineers.
Over the week the track will begin to take shape and include some impressive mounds, jumps, whoops and chicanes.
Last year saw the circuit run in the opposite direction for the first time, which resulted in some very positive feedback from the competitors.
For 2014, AMCA Events have promised to again provide another fair, enjoyable but tough challenge with a longer lap and more splitter sections.
The action gets underway at 10am on Saturday with a 90-minute contest for clubman and youth solo riders.
At noon comes the quad and sidecar pilots, who take centre stage as they lock horns in what is sure to be a very entertaining but gruelling 2 hr 30 mins battle.
On Sunday its all about the big three-hour solo clash, which is due to start at 11.30am.
Competitors will go in search of glory and - ultimately - the £1,000 top prize.
So far the Skegness Beach race has produced an illustrious list of winners with French ace Miko Potisek winning the inaugural event, followed by Nez Parker(2011) and Nathan Watson (2012,2013).
Indeed, Nottingham-based super sand ace Watson has vowed to return this year and attempt to make it a hat-trick of crowns... but will he succeed?
Spectating is completely free and the event has been supported by East Lindsey District Council and SECWHA (Skegness East Coast and Wolds Hospitality Association).