Crest of a new wave: Cleethorpes is all set for a seaside revival

The resort is extending its bucket-and-spade appeal to a new generation with a raft of investment, a series of new festivals and some original offerings on the food and accommodation front

Cleethorpes Pier, circled by the local gull squad, looks at its picture-postcard best. Ahead of the lunch crowd making for Papa’s Fish & Chips restaurant, I’m taking a seat in the pier’s ballroom to hear seaside historian Kathryn Ferry talk about her latest book, Twentieth Century Seaside Architecture.

Ordering a pot of tea, I’m taken back to my student days. Back in the late 1990s, the ballroom hosted Pier 39, a sticky-floored nightclub where getting your heels wedged in the planks after too many vodkas was considered par for the course. Following a shift waitressing at a nearby fish restaurant, our girl gang would douse our hair in Charlie Red body spray to mask the fug of haddock before dancing the night away where the Humber estuary meets the North Sea.