The owner of the Grosvenor House Hotel in Skegness bought a stretch of sand by the sea last year in a bid to develop a world-class beach resort in Ingoldmells.
The first phase of the project includes the development of 60 classic beach huts, built with the intention of turning the seaside village into a tourist hotspot.
"This is the beginning of a five-year plan to develop the beach, subject to planning approval, into a world-class resort,” said the man behind the project Russ Sparkes.
"Our beaches are the coast’s most important asset and should be promoted for sport and recreation."
"As well as developing the East Coast Beach and Watersports Festival happening in Skegness in May, I am looking to bring similar events to my beach Ingoldmells for 2019."
Regarding the scheme, Cllr Stephen Palmer from the East Lindsey District Council said: "Anything that can bring more to the coast has got to be a good thing.”
"Beach huts are high on the agenda because they attract people - we recently painted some in different colours and they have been a smashing success.”
"I've heard about issues with the beach for a couple of years so this is good news for the local community.”
"The man behind it should be praised."
Source: Lincolnshire Live