Strange puzzle - why does North East Lincolnshire Council allow prime seafront site to stay unoccupied?

Prestigious real estate - so why does the land remain vacant?

 One of the mysteries of life is why North East Lincolnshire Council still has no takers for the derelict and boarded-up former Waves site opposite Cleethorpes Pier - especially given the extent of all-year footfall. Pending sale of the site (which still seems a long way off), surely there must be opportunities for pop-up retail or catering activity at so busy a part of the East Coast. NELC must be missing out on enormous rental revenue potential. The authority needs to be doing better. It should step up its marketing of this prime plot without delay.   

On the other side of the road, a beach full of holidaymakers