Florida’s Gulf Coast has always had a special place in our travel-loving hearts, thanks to its vibrant arts scene, killer independent restaurants and those legendary pink-and-gold sunsets. But on June 11, the local beach scene is getting a major, high-design upgrade. Tucked right onto the sand, The Luce is officially launching its soft opening as St. Pete Beach’s newest Marriott Tribute Portfolio property—and it is the exact definition of retro-chic paradise.
The design of this 200-room resort is a total love letter to vintage sunshine style. Think old-school Florida charm meets sleek, modern luxury, complete with bold patterns, chic rattan finishes and pops of flamingo pink. The moment you walk into the lobby, your eyes are immediately drawn to a massive, gorgeous original mural by acclaimed Southern-based Filipino-American artist Marianne Angeli Rodriguez. It’s packed with warm corals and deep teals that make you feel like your vacation has officially started before you even drop your bags.
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Gourmet Seafood Towers and Poolside Grooves
When it comes to food and drink, the hotel’s lineup is already looking like a local hotspot. Anchoring the lobby is Sundrop, an indoor-outdoor hangout that serves up a coastal-inspired seven-day brunch and dinner. The menu is loaded with fresh, bright flavors including Gulf seafood towers, fresh oysters and an incredible Chilean sea bass with a blood orange beurre blanc. Plus, there’s a spacious outdoor cocktail lounge with a fire-pit table, daily happy hours and weekly rum tastings every Wednesday and Friday. Come fall, things get even more casual when Baby Turtle Beach Club opens right on the sand for dawn-to-dusk casual bites.
Outside, you’ll find the single largest swimming pool on all of St. Pete Beach. It is surrounded by private, full-service cabanas, lawn games and a daily lineup of fun activations, including weekend yoga, live DJ sets and a nightly Sunset Social. They’ve even put together a custom Spotify playlist you can download to keep those beachy vibes going long after you’ve flown home.
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Your New Best Friend: The Beach Butler
ST Petersburg, FL Tribute Hotel
The rooms are just as inviting, ranging from cozy standard setups to premium Bungalow Suites that feature private outdoor lounges with quick QR-code ordering. Every room comes stocked with plush beds, Lavazza coffee machines, blackout curtains and luxury bath products from Scandinavian beauty brand SACHAJUAN.
But the absolute best perk of the entire property? The dedicated Beach Butler. Whether you’re lounging poolside or down on the private beach, these butlers are on hand all day to set up your complimentary loungers, help secure your bags, keep you powered up with beachside electronic charging stations and hand out custom Vacation Amenity Boxes stuffed with sunscreen, cooling mist and koozies.
To sweeten the deal, the property is rolling out a massive booking perk for loyalty fans, offering 3,000 Marriott Bonvoy points per night for every stay booked during their opening window. Easily accessible from both Tampa and St. Pete airports, it’s the ultimate blueprint for a sophisticated, stress-free summer weekend escape.
This story was originally published by Parade on May 28, 2026, where it first appeared in the Travel section. Add Parade as a Preferred Source by clicking here.