Against a backdrop of glorious sunshine and masses of tourists on Newquay's beaches basking in the heat, police and officials were, not so long ago, trying to pacify the fury of its full-time residents.
The summer of 2009 was blighted by the deaths of teenagers Paddy Higgins, from Berkshire, and Andrew Curwell, from Manchester, who plunged to their deaths after drink-fuelled nights out in the Cornish resort.
And while many of the holidaymakers baked on the golden sands or lurched from bar to bar, efforts were being made to clean up the town's image as a haven for drunken revelry and young visitors with a penchant for disorder.
Fast forward three years and, while the enticing weather of 2009's summer season seems a dim and distant memory, the heat of hostility and hedonism has also moved behind a cloud.
Much of the success has been due to the work of the residents, businesses and authorities through the Newquay Safe partnership, established in the wake of the double tragedy to clamp down on under-age drinking, disorder and premises which advertise drinks promotions.
Organisers behind the multi-agency approach have reiterated a zero-tolerance ahead of this summer's campaign.
Newquay's Inspector Ian Drummond-Smith vowed to continue the crackdown on disorder. He said: "Newquay is a great place to visit and we will do our best to keep it safe for families and revellers alike.
"We won't be tolerating disorder in the streets or pubs and rude inflatables or mankinis [skimpy male swimwear] aren't welcome in town.
"The campaign will be supported by a new network of ID scanners in six pubs and clubs which not only check for forged ID, but also share data on banned persons, ensuring that people banned by one pub are banned from the others."
Last summer's original campaign saw 104 people banned from the town centre. In a crackdown on rogue pubs and clubs in conjunction with Cornwall Council's environmental health team, six premises were subject to licence reviews as a result of which two pubs and one lap-dancing club were shut.
Reports of anti-social behaviour and criminal damage fell by 30% and 9% respectively compared with 2010.
Extra police officers will also be drafted in from the end of June until September.