From Boston:

Enter one-way system when approaching Skegness town centre. Keep right on A52 (passing Taylors Garage on right) - towards the Town Centre. Filter left after passing the Lumley Hotel (on the right), into Richmond Drive (do not turn left into Lumley Road - opposite Lumley Hotel). In about 1/4 mile turn left into Sandbeck Avenue. Proceed to the end of Sandbeck Avenue and cross straight over staggered junction at Drummond Road. Proceed short distance to South Parade (promenade) and turn left. Balmoral Hotel is several yards on the left side.
 

From Lincoln:

At traffic lights (after Football Ground), proceed straight over into Castleton Boulevard. At Tee junction with North Parade promenade, turn right. At Clock Tower roundabout, proceed straight over into South Parade promenade. Balmoral Hotel is on the right in about 1/4 mile.