Why a Marriott hotel is replacing Postcard Inn

The owners of Postcard Inn have decided to retire a brand that became synonymous with good times on St. Pete Beach. A more modern, sophisticated hotel will take its place. 

Postcard Inn, unbeknownst to anyone at the time, welcomed its last overnight guests and local daytrippers in late August 2024. Hurricanes Helene and Milton subsequently decimated the area, and plans for an extensive renovation and expansion evolved. 

The LCP Group, which bought the longstanding, popular resort in 2022 for $83 million, recently announced that it will reopen as The Luce in early 2026. Peter Sullivan, chief operating officer, explained the White Plains, New York-based real estate investment firm’s rationale for joining Marriott Bonvoy’s Tribute Portfolio. 

“We explored, obviously, keeping it a Postcard Inn, along with several different brands,” Sullivan told the Catalyst. “It wasn’t an easy decision, as far as keeping it as a Postcard or going to Marriott. 

“But that distribution, that access to a new customer – who could see our product in a new, renovated, fresh way – ultimately won out over retaining the Postcard name.” 

Postcard Inn was popular among both tourists and locals. Photo by Mark Parker.

The resort, one of St. Pete Beach’s first, opened at 8300 Gulf Blvd. as the Colonial Gateway Inn in 1957. That became the Postcard Inn (PCI) in 2009, and the destination became known for its sometimes raucous beach bar and expansive pool. 

Many of the aspects that endeared the 196-key resort to tourists and locals will carry over to The Luce. “We still intend to have fun on the beach, and all that good stuff that we’re known for,” Sullivan said. 

LCP proposed a new five-story, 87-room expansion in May 2024. Sullivan noted that an extensive renovation “was always in the plan.” 

The Luce, pronounced “loose,” will offer 200 guest accommodations, including bungalow studio suites. Sullivan called the name a play on the Italian word for “light.” It is “also a nod” to CEO Francis Lively’s daughter, Lucy. 

LCP described the new nine-acre resort as “playful yet polished” and “designed for both relaxation and celebration” in its Nov. 10 announcement. The Luce will become the latest addition to the Tribute Portfolio, a “growing collection of characterful, independent hotels from Marriott Bonvoy.” 

“Marriott is one of, if not the strongest, reservation systems in the world,” Sullivan said. “So it’s connecting us with guests that never would have known about St. Pete Beach’s beautiful beaches and our great hotel.” 

A new indoor bar and restaurant at The Luce.

He also credited the brand’s “bells and whistles,” including “great food and beverage programming” and high standards for new meeting spaces, gyms and entertainment. “That really brings some new life into the property,” Sullivan added. 

The storms “took everybody by surprise,” he said. While PCI sustained damage, Sullivan said LCP was fortunate to “get to the other side of this” following some infrastructure-related delays. 

“The core of the renovation remained the same,” he continued. “Our vision for the property is really coming to life, if not better than ever.” 

Sullivan said LCP has “touched every space extensively” throughout a “comprehensive renovation.” He could not provide an estimate of the project’s cost.

The Luce will retain a “lively” beach bar adjacent to St. Pete Beach’s largest pool. The hotel will offer “curated experiences” and “lifestyle programming,” including weekend yoga classes, live DJ sessions and a nightly sunset social. 

Visitors can patronize two dining concepts with a local flair. Sundrop, a new coastal-inspired lobby restaurant and bar with indoor and outdoor seating, will offer daily brunch and dinner service. 

Baby Turtle Beach Club will bring American Coastal cuisine to the beach and pool. “Our courtyard is being completely revamped with new landscaping – really a refreshed look,” Sullivan said. 

Guest rooms will feature a king or two queen beds, Lavazza cafe machines, smart TVs with streaming services and premium bath amenities from Scandinavian haircare brand SACHAJUAN. According to the announcement, The Luce’s design “draws inspiration from St. Pete’s layered history, like the lush botanical sanctuary of Sunken Gardens and the kitschy charm of retro Florida.” 

The resort will also boast over 14,000 square feet of combined event space throughout seven indoor and outdoor venues. Those include a 2,280-square-foot ballroom and outdoor pavilions for events with up to 200 guests. 

Additional amenities include poolside cabanas, butlers, lawn games, a 24-hour fitness center and a retail boutique. Guests can earn and redeem Marriott Bonvoy points during their stay.

“I think we want to evolve with St. Pete,” Sullivan said. “We want to embrace our local surroundings, our neighbors and the people in the area. We want to make sure we’re having a good time, but a good time that allows everybody to enjoy the beautiful surroundings.” 

He also noted that a new sound system throughout the property would keep noise contained. “We’re really trying to be a good corporate citizen, as well as keep our core business down at the beach bar going.” 

A rendering of a revamped room at The Luce.