"bistroon thebeach." Is it just me, or is this ok?

Being a fully signed up member of the Grammar Police has probably jaded me somewhat; robbed me of my sense of fun and joie de vivre, but this sign doesn't do it for me. And what about the patronising lines at the base of the sign, 'down on the beach @ the bottom of this walkway'?  Did they think that potential patrons would be endlessly searching the car park? Or having finally figured out that the 'bistroon thebeach' was actually on the beach that they would jump over the fence, probably to their deaths, and go crashing into it? 
See what I'm saying?