The Lobby at The Luce, a new Marriott hotel coming to St Pete Beach | Marriott

After decades as a popular St. Pete Beach destination, the Postcard Inn has officially closed its doors for good.

The hotel at 6300 Gulf Boulevard, which has remained vacant since last year’s back-to-back hurricanes, will soon be renovated into The Luce, a Marriott Tribute Portfolio hotel scheduled to open next year.

The change marks the end of an era for the resort, originally built in 1957 as the Colonial Gateway Inn and reimagined as the Postcard Inn in 2009.

In 2024, the hotel’s owners proposed an 87-room expansion to the Postcard Inn, but those plans were ultimately abandoned after Hurricanes Helene and Milton caused significant damage.

The LCP Group, which purchased the property in March 2022 for $83 million, is overseeing a full renovation of the nine-acre beachfront resort, working alongside management firm Crescent Hotels & Resorts.

A rendering showing sundrop Brasserie, the lobby restaurant and bar at The Luce | Marriott

When it opens, The Luce will feature 200 guest rooms, including bungalow studio suites, two restaurants, a coastal-modern brasserie and a day-to-night beach club, and a mix of indoor and outdoor event spaces.

Occupying more than 300 feet of Gulf frontage and home to St. Pete Beach’s largest heated pool, The Luce has been designed to reflect the charm of the original 1957 resort while introducing a more modern, updated style.

“The Luce represents LCP’s commitment to creating distinctive hospitality destinations that elevate both the guest experience and the communities in which we invest,” said CEO of The LCP Group Francis Lively. “We’re honoring the charm and culture of St. Pete Beach while bringing a project to market that reflects today’s traveler.”

Sundrop Brasserie, the property’s coastal-inspired lobby restaurant and bar, will serve daily brunch and dinner with a large selection of cocktails, while the Baby Turtle Beach Club will deliver small plates poolside, seaside, or anywhere at The Luce.

Programming will include morning yoga, rum tastings, live DJ sets, and a daily “sunset social.”

Additional amenities will include lawn games, a 24-hour fitness center, boutique retail, and 14,000 square feet of event space across seven venues, including the Palm Court and Palm Pavilion overlooking the Gulf.

Guest rooms will feature Lavazza café machines, SACHAJUAN bath amenities, and smart TVs, while select suites will offer private outdoor lounges with QR-code ordering.

“We embraced our setting on one of the country’s top beaches, creating modernized rooms, meeting spaces, and dining experiences that celebrate the outdoor lifestyle we all seek in the sun,” said Peter Sullivan, COO of The LCP Group.

Although an exact date has not been announced, The Luce is accepting reservations for stays beginning April 5th, 2026.