The Postcard Inn, the St. Pete Beach hotel popular with locals for its raucous beach bar, is getting a major facelift after being devastated by hurricanes last year.
The property will reopen next year under a new name: The Luce.
It will join the Tribute Portfolio, a collection of independent hotels owned by Marriott Bonvoy. It remains owned by the same owners: New York-based LCP Group, which bought the property in 2022 for $83 million.
“With The Luce, we celebrate the charm and culture of St. Pete Beach and are proud to bring to market a project that reflects this,” the company’s CEO Francis Lively said in a statement.
The nearly 70-year-old resort was already in the midst of renovations when Hurricane Helene struck, wiping out much of that progress.
Instead of simply updating the property, Jeremy DaSilva, general manager of The Luce, said they completely revamped the place. All 200 rooms have been modernized. The lobby will have a fresh '70s Americana-inspired feel, curated by nationally recognized interior design firm Studio 11.
There will be over 14,000 square feet of indoor and outdoor event space, including a 2,280 square foot ballroom.
One of the Postcard Inn's calling cards was its live DJ performances, which drew hundreds of beachgoers to the outdoor tiki bar on busy weekends. Music will continue to be a central theme at The Luce, but with a sophisticated twist, DaSilva said. They have introduced a new sound system and are recruiting local talent for the DJ booth.
“We all know Postcard Inn has had a storied history,” DaSilva said. “We will be vibrant, but at the same time we will mature with the clientele.”
Each evening ends with a “Sunset Social” hour, where guests can expect special touches such as live music and cigar rolling.
Other programs include sunrise yoga and brunch on weekends.
Bottle service will be available in more than 40 premium cabanas throughout the resort, each equipped with lockers and charging stations.
The property will also feature two dining concepts: Sundrop, a restaurant and bar in the lobby, and Baby Turtle Beach Club, which serves American fare on the beach and poolside.
Other amenities include a new 24-hour fitness center and boutique.
“The attention to detail we show will be noticeable,” said DaSilva.