After months of renovations, one of St. Pete Beach’s most popular waterfront hotels is preparing to welcome guests back under a new brand.

The Luce (pronounced “loose”), located at 6300 Gulf Boulevard, is set to open March 15th and is now accepting reservations.

The property is the former home of the Postcard Inn, a longtime beach destination that closed in 2024 after sustaining damage from back-to-back hurricanes.

Originally built in 1957, the nine-acre beachfront property has been fully renovated by The LCP Group, which purchased the site in 2022 for $83 million alongside investment partner Safanad.

Hotel management is being handled by Crescent Hotels & Resorts, and the project now operates under Marriott Tribute Portfolio.

Sundrop Brasserie, the hotel’s lobby restaurant and bar, which will serve daily brunch and dinner with both indoor and outdoor seating | The Luce

Food and beverage will be a major part of the hotel’s relaunch, with two dining concepts planned: one opening alongside the hotel and another set to follow.

At the center of the property is Sundrop Brasserie, the hotel’s lobby restaurant and bar, which will serve daily brunch and dinner with both indoor and outdoor seating.

Designed as an all-day gathering spot, Sundrop includes an outdoor cocktail lounge with fire-pit tables, daily happy hour, and weekly rum tastings on Wednesdays and Fridays.

The menu leans coastal but broad, with items ranging from Gulf seafood towers and oysters to Wagyu steak, Chilean sea bass with blood orange beurre blanc, and salmon finished with charred lemon.

Brunch will be offered seven days a week, featuring dishes like lemon pancakes with mascarpone, burrata and avocado toast, and the Luce Lobster Roll, alongside cocktails and pressed juices.

The Luce has direct beach access with loungers and umbrellas for guests | The Luce

A second concept, Baby Turtle Beach Club, is expected to open in a later phase and will focus on casual American coastal fare served poolside and beachfront from daytime through sunset.

Beyond dining, amenities include direct beach access with loungers and umbrellas, a large central pool, a 24-hour fitness center, retail space, and daily programming such as morning yoga, live DJ sets, and evening sunset gatherings.

The property will also offer 14,000 square feet of event space across seven indoor and outdoor venues, including a ballroom and Gulf-facing spaces like the Palm Court and Palm Pavilion.

“The Luce was designed to be more than just a place to stay—it’s a place to truly experience St. Pete Beach,” said Jeremy DaSilva, general manager of the hotel, in a prepared statement.

Guest rooms include king or double-queen beds, Lavazza coffee machines, smart TVs, blackout curtains, and SACHAJUAN bath amenities | The Luce

When it opens, The Luce will feature 200 guest rooms, including bungalow studio suites and pool-adjacent lanai rooms.

The hotel occupies more than 300 feet of Gulf frontage and includes what is billed as the largest pool on St. Pete Beach.

Guest rooms include king or double-queen beds, Lavazza coffee machines, smart TVs, blackout curtains, and SACHAJUAN bath amenities.

The Luce marks the return of a major beachfront hotel to the area, bringing new dining, event space, and accommodations to a site that has been vacant since the Postcard Inn’s closure.

For more information or to make a reservation at The Luce, visit the hotel’s website.