In the early afternoon of Thursday 29 August watchkeepers at NCI Wells-next-the-Sea noticed a fire blazing on East Hills beach. They immediately reported it to the Humber Coastguard. A member of the public in the lookout also notified the Fire and Rescue services at the same time. The Eastern Daily Press subsequently reported that at least six fire engines and extra support vehicles attended alongside several RNLI lifeboats and the local coastguard unit. They went on to say that the Police used their new police boat for the first time to help ferry firefighters and equipment to East Hills, which can only be accessed by water or a four-mile walk across marshlands.
The fire was known to re-ignite as the water levels lowered that evening but crews from all forces returned to fight the flames once again.
