Iron Mountain sportif (that's how the organisers spell it!)

Just a quick question, it's one of my goals this year to ride a 100 mile sportive. So far my olngest ride has been a 50 mile reliability/challenge ride.
Given that I'm on the borders of Wales there are a few tough sportives around but the Iron Mountain sportive as part of the Abergavenny festival of cycling caught my eye as there are shorter options for those of my friends/family who aren't quite as masochistic as I am!
Anyone here done the full 100, how nasty is it? Any tips for a first sportive or is this a good choice?
Given that I'm on the borders of Wales there are a few tough sportives around but the Iron Mountain sportive as part of the Abergavenny festival of cycling caught my eye as there are shorter options for those of my friends/family who aren't quite as masochistic as I am!
Anyone here done the full 100, how nasty is it? Any tips for a first sportive or is this a good choice?
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the last 50 miles is likely to hurt quite a bit.
http://www.youtube.com/watch?v=aK5Bfqj5fxY
That's what I thought, better get hitting the hills then!
It is a 1 day (Sunday) event this year which should be better as the field will not be split. The start/finish area (rec'n ground) has a few thibngs goimg on including grass track races for the kids.
However, the police escorted started means that the start is fast and whilst fun, only so if you can stick with this large group (50+ of 75 last year).
The first bit does look like a bit more of a pleasant meander than the rest!