A decades-old tradition kicks off on the East End Wednesday evening.

The Mattituck Strawberry Festival, organized by the Mattituck Lions Club, is returning for its 71st year.

A beloved Long Island event, held annually on Father’s Day weekend, festivities begin June 17 with the fan-favorite Hulling Night and runs through Sunday, June 21.

The signature community celebration, presented by Stony Brook Medicine, draws thousands of visitors from across the tri-state area, organizers say.

The popular ‘North Fork's Got Talent’ competition also takes place on opening night, with the Strawberry Queen crowning and strawberry shortcake eating contest happening Saturday.

"The Strawberry Festival is more than just a summer tradition, it's a celebration of everything that makes the North Fork special," said Rich Jernick, Festival Chairman and 1st Vice President of the Mattituck Lions Club.

Admission is free Wednesday night only, with ride bracelets available for $30.

The full schedule of events, pricing and parking details can be found on the festival’s website.