The lake is always east. This is how I learned directions as a kid, and the way it has been my whole life.

95% of my large family is in Chicago and a long time ago Gram decided if there was some kind of catastrophic event (nuclear attack, fire, or war were the examples) we would all meet at the Wilmette beach, on the water, so we would be together.

Now...on a (sort of) penninsula...the water is not necessarily east. In fact it is also north and south. But I'm sure if something happens I'll instinctivley walk east.