ST. PETE BEACH, Fla. — A landmark hotel on St. Pete Beach reopened Thursday for the first time since sustaining major damage during Hurricane Helene.

The property formerly known as the Postcard Inn has been transformed into The Luce, following a nearly two-year closure and extensive renovations.

Now as The Luce, the hotel has joined Marriott’s Tribute Portfolio collection. General Manager Jeremy DaSilva said the renovation was designed to modernize the property while preserving its history and character.

“We worked really hard on it,” DaSilva said. “We’re proud of the story, and we’re proud of the renovation that this property deserved.”

For the first time since Hurricane Helene, what was the Postcard Inn on St. Pete Beach has formally reopened as ‘The Luce’ 🏖️

The new property includes a total renovation, new restaurant/bar named Sundrop, and a new identity. Here’s a sneak peek —> @bn9 pic.twitter.com/d1cpamJtZ2

— Angie Angers (@angie_angers) June 11, 2026

The redesigned hotel features a new lobby, restaurant and bar called Sundrop, along with completely renovated pool area and beach access. The final piece, the outdoor bar concept located out by the beach, will be called the ‘Baby Turtle’ when it opens later this year.

“Keeping the nostalgia of this building and this architecture was really important to us,” DaSilva said. “We got to do a little twist and modern flair to the design.

The property was purchased in 2022 in an $83 million deal. DaSilva said plans for a major transformation were already under discussion well before the back-to-back hurricanes in 2024. Despite the lengthy closure, most of the hotel leadership remained intact throughout the rebuilding process.

“We know that there’s a connection to this address and a connection to this beach,” DaSilva said. “We have a saying: ‘Same soul, new glow.’ The new glow is something this property needed and that the community wanted.”

The renovation included an overhaul of all 200 guest rooms.

Alison Herman, owner of Larry’s Ice Cream Shop across the street, said she has closely followed the hotel’s reconstruction progress and is excited to see visitors return to the spot.

“It makes us feel great to know it’s increased traffic on the beach,” Herman said. “They can see us across the street just walking. It’s a wonderful feeling to know that they’re back.”