St. Pete Beach’s newest coastal retreat, The Luce, will welcome its first guests on 11 June, marking the soft opening of a property designed to bring a fresh, contemporary energy to one of Florida’s most beloved shorelines.
The 200‑room hotel — including a collection of bungalow studio suites — has been transformed from a classic local boutique into a modern beachfront destination that blends Floridian style with laid‑back Gulf Coast sophistication.
Now part of Marriott’s Tribute Portfolio, The Luce is owned by LCP and Safanad and managed by Crescent Hotels & Resorts. Its design draws inspiration from St. Pete’s layered history, from the botanical richness of Sunken Gardens to the retro charm of old Florida, with bold patterns, flamingo‑pink accents and sleek natural textures throughout the interiors.
Two dining concepts anchor the opening. Sundrop, the hotel’s indoor‑outdoor restaurant and bar, will serve daily brunch and dinner, offering coastal‑inspired dishes, craft cocktails and full pool and beach service from day one. A second venue, Baby Turtle Beach Club, will join the lineup in autumn 2026, bringing relaxed American coastal fare directly to the sand and poolside from morning to sunset.
Guests will have private beach access, complimentary loungers and a dedicated Beach Butler service designed to make seaside days effortless, from securing belongings to providing charging stations and curated amenity boxes stocked with essentials. The Luce also features St. Pete Beach’s largest pool, weekend yoga, live DJ sessions, a nightly Sunset Social, lawn games, a 24‑hour fitness centre and a boutique retail space.
Art plays a central role in the hotel’s identity, with a striking lobby installation by Filipino‑American muralist Marianne Angeli Rodriguez, whose large‑scale work brings bold coastal colour and movement to the arrival experience.
For events, The Luce offers 14,000 sq ft of meeting and celebration space, including a 2,280 sq ft ballroom and outdoor venues accommodating up to 200 guests, all designed with the same vibrant aesthetic as the lobby.
Located on Gulf Boulevard, the hotel provides easy access to the beach, local dining and the cultural attractions of downtown St. Petersburg, with both PIE and TPA airports within reach.
