Postcard Inn on St. Pete Beach Will Reopen as The Luce in Spring 2026

The Postcard Inn on the Beach will reopen in spring 2026 as The Luce Hotel, a Marriott Tribute Portfolio property, after Hurricane Helene damaged it in 2024. The property at 6300 Gulf Blvd. has remained shuttered since the storm struck.

The LCP Group purchased the nine-acre beachfront resort in March 2022 for $83 million. Developers had mapped out an 87-room addition before the hurricanes shifted their plans.

"We were under full renovation prior to the storm," said Jeremy DaSilva, general manager of The Luce, according to FOX 13. "We were planning on finishing the hotel in January 2025."

The property was constructed in 1957 as the Colonial Gateway Inn and became the Postcard Inn in 2009. Management says the transformation will preserve the two-story structure that has characterized the location for decades.

"We are not going wider," DaSilva said. "We're not going taller. We are taking the expansive space that we've already had, and we're just refining it."

The Luce will feature 200 guest rooms across the beachfront site. Rooms will include Lavazza café machines, smart TVs with streaming capabilities, and SACHAJUAN bath amenities. Bungalow Suites will offer private outdoor lounges where guests can order via QR code.

Sundrop Brasserie will serve as the lobby restaurant and bar with indoor and outdoor seating for brunch and dinner seven days a week. Baby Turtle Beach Club will replace the famous beach bar, serving American Coastal fare from day to dusk.

"We want quality sound, quality entertainment, great DJs that are coming to perform," DaSilva said. "However, we're just doing it in a way that is going to elevate the experience."

The facility will house 42 cabanas and 14,000 square feet of event space across seven venues. Programming will include morning yoga classes, live DJ sessions, rum tastings, and a nightly sunset social. A 24-hour fitness center, retail boutique, and lawn games will be available to guests.

"We embraced our setting on one of the country's top beaches, creating modernized rooms, meeting spaces, and dining experiences that embrace the outdoor lifestyle that we all seek in the sun," said Peter Sullivan, Chief Operating Officer of The LCP Group, per St. Pete Rising.com.

The property is accepting bookings for stays beginning April 5, 2026. Starting rates will be announced at the beginning of the year. Public beach access next to the location will remain open.