A second concept, Baby Turtle Beach Club, is expected to open in a later phase and will focus on casual American coastal fare served poolside and beachfront from daytime through sunset.
The venue is designed to accommodate guests lounging at the pool or beach, with food and drinks available throughout the day and into the evening.
Beyond dining, amenities include direct beach access with loungers and umbrellas, a large central pool, a 24-hour fitness center, retail space, and daily programming such as morning yoga, live DJ sets, and evening sunset gatherings.
The property will also offer 14,000 square feet of event space across seven indoor and outdoor venues, including a ballroom and Gulf-facing spaces like the Palm Court and Palm Pavilion.
“The Luce was designed to be more than just a place to stay—it’s a place to truly experience St. Pete Beach,” said Jeremy DaSilva, general manager of the hotel, in a prepared statement.