The Postcard Inn on the Beach, which was destroyed by Hurricane Helene last year, will reopen as The Luce Hotel, a Tribute Portfolio Hotel, following a partnership between developers and Marriott.

The iconic beachfront property was undergoing renovations when Hurricane Helene struck and had been scheduled to complete renovations in January 2025. The hurricane damage forced developers to revise their plans.

The reimagined hotel will remain a two-story building with 200 rooms, maintaining its original footprint without expanding vertically or horizontally. Jeremy DaSilva, general manager of The Luce, said developers are “taking the expansive space that we’ve already had, and we’re just refining it.”

Plans include an indoor and outdoor dining venue called the Sun Drop, offering brunch and dinner, along with 42 cabanas and 14,000 square feet of event space. The property’s beach bar will be reimagined as Baby Turtle Beach Club, featuring elevated amenities including bottle service and cabana service.

The decision to maintain the hotel’s two-story structure addresses community concerns about beachfront development height, as plans for other high-rise hotels have sparked debate among St. Pete Beach residents.

The hotel is expected to open in spring 2025, with bookings available starting April 5. Public beach access adjacent to the property will remain open.

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