The Postcard Inn, the St.Pete Beach hotel popular with locals for its rowdy beachfront bar, is getting a major facelift after being ravaged by hurricanes last year.

The property will re-open next year under a new name: “The Luce.”

It will join the Tribute Portfolio, a collection of independent hotels from Mariott Bonvoy. It will remain under the same owners: New-York based LCP group, which bought the property for $83 million in 2022.

“With The Luce, we’re honoring the charm and culture of St. Pete Beach and we’re proud to bring a project to market that reflects this,” the company’s CEO, Francis Lively, said in a statement.

The nearly 70-year-old resort was already in the midst of renovations when Hurricane Helene hit, washing away much of that progress.

Rather than just bringing the property up to code, The Luce’s General Manager, Jeremy DaSilva said they’ve completely transformed the place. All 200 rooms have been updated. The lobby will have a fresh 70s Americana-inspired feel, curated by the nationally-recognized interior design firm, Studio 11.

There will be over 14,000 square feet of indoor and outdoor event space, including a 2,280-square-foot ballroom.

One of Postcard Inn’s calling cards was its live DJ performances, which drew hundreds of beachgoers to the outdoor tiki bar on busy weekends. Music will still be a key feature at The Luce, but with a sophisticated twist, DaSilva said. They’ve brought in a new sound system and are recruiting local talent to man the DJ booth.

“We all know that Postcard Inn had a colorful history,” said DaSilva. “We will be lively, but at the same time we’re maturing with the clientele.”

Every evening will end with a “sunset social” hour where guests can expect special touches like live music and cigar rollers.

Other programming will include sunrise yoga and brunch on the weekends.

Bottle service will be available at more than 40 premium cabanas across the resort, each outfitted with lockers and charging stations.

The property will also have two dining concepts: Sundrop, a restaurant and bar in the lobby and the Baby Turtle Beach Club, serving American fare on the beach and at the pool.

Other amenities include a new 24-hour fitness center and a boutique.

“The attention to detail that we put forth is going to be noticeable,” DaSilva said.