Pack your flamingo-pink sunglasses and dust off that vintage beach tote, St. Pete Beach just got a whole lot more stylish. The Luce, the newest addition to Marriott’s Tribute Portfolio, is officially accepting reservations for stays beginning March 15, 2026, and trust us when we say this property is about to become your new favorite Gulf Coast escape.
Nestled at 6300 Gulf Blvd in the heart of St. Pete Beach, The Luce transforms a beloved local boutique hotel into a 200-room retro-chic sanctuary that perfectly captures Florida’s endless sunshine, eclectic culture, and laid-back sophistication. Whether you’re a hospitality professional scouting the next big thing or simply someone who appreciates a well-made rum cocktail at sunset, this is one opening you’ll want on your radar.
A Fresh Take on Florida’s Golden Era
The Luce isn’t just another beach hotel, it’s a love letter to Florida’s quirky, sun-soaked history. The design team drew inspiration from iconic local landmarks like the lush botanical sanctuary of Sunken Gardens and the kitschy charm of retro Florida roadside attractions. The result? A property that balances playful patterns and flamingo-pink accents with sleek stone surfaces and chic rattan finishes.
“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 Luce St. Pete Beach. “From our beachside butler service and vibrant dining concepts to daily programming like yoga, social gatherings, and beach games, every detail is thoughtfully curated to feel welcoming, effortless, and distinctly local.”
For food and beverage professionals keeping tabs on hospitality trends, The Luce represents a growing movement in the industry: properties that prioritize authentic, place-based experiences over cookie-cutter luxury. It’s the kind of destination that gets locals and travelers mingling at the bar, and that’s exactly the point.
Accommodations: From Bungalows to Beachside Bliss
The Luce offers 200 stylish accommodations designed to make you feel instantly at home, if your home happened to have a dedicated Beach Butler and a Lavazza café machine, that is.
Room highlights include:
- Plush king or double queen beds dressed in premium linens
- Smart TVs with streaming capabilities for those rare rainy day Netflix binges
- Blackout curtains for sleeping in after late-night Groove Sessions
- Premium bath amenities from Scandinavian haircare brand SACHAJUAN
- Lavazza café machines because vacation doesn’t mean sacrificing your morning espresso
For guests seeking something extra special, Bungalow Suites feature private outdoor lounges complete with convenient QR code ordering, because getting up from your lounge chair to order another drink is simply too much effort. Lanai Rooms offer semi-private outdoor seating just steps from the pool, perfect for those who want to be in the action without fully committing.
Dining That Celebrates the Coast
No hospitality property worth its salt (or its Gulf shrimp) skimps on the food and beverage experience, and The Luce delivers with two distinct dining concepts that showcase the best of coastal Florida cuisine.
Sundrop: Where Brunch Dreams Come True
At the heart of the hotel, Sundrop sets the tone with an elevated indoor-outdoor dining experience that flows seamlessly from day to night. This isn’t your average hotel restaurant, it’s a destination unto itself, featuring an outdoor cocktail lounge with fire-pit tables that practically beg you to linger over one more drink.
Sundrop highlights:
- Seven-day brunch service featuring dishes like lemon pancakes layered with mascarpone, burrata and avocado toast, and the Luce Lobster Roll
- Dinner menu showcasing Gulf seafood towers, fresh oysters, Wagyu steak, Chilean sea bass with blood orange beurre blanc, and salmon with charred lemon
- Daily happy hour and weekly rum tastings every Wednesday and Friday
- Craft cocktails and pressed juices that make day drinking feel downright healthy
For restaurant operators and food and beverage managers studying successful hotel F&B concepts, Sundrop offers a masterclass in creating a space that appeals equally to hotel guests and locals. The combination of elevated coastal classics, vibrant social programming, and that irresistible indoor-outdoor flow is exactly what today’s dining guests are craving.
Baby Turtle Beach Club
Phase two of The Luce’s dining rollout introduces Baby Turtle Beach Club, bringing casual American coastal fare to the beach and pool from day to dusk. Think easy-going vibes, toes in the sand, and the kind of menu that pairs perfectly with a cold beverage and an even colder ocean breeze.
The Beach Butler Experience
Here’s where The Luce really separates itself from the pack. Forget fighting for a decent spot on the sand or schlepping your own umbrella, The Luce offers dedicated Beach Butler Service designed to make every seaside moment absolutely effortless.
What does a Beach Butler actually do? Great question:
- Sunglass cleaning (yes, really)
- Cooled treats served daily at 2 p.m. because afternoon snacks are a human right
- Assistance with securing belongings so you can actually swim without anxiety
- Beachside charging stations for staying connected
- Curated Vacation Amenity Boxes stocked with sunscreen, mist spray, and a koozie
Guests also enjoy direct private beach access with complimentary loungers and umbrellas. And let’s talk about that pool: The Luce boasts St. Pete Beach’s largest pool, complete with poolside cabanas and attentive service that keeps the drinks flowing.
Programming That Brings People Together
The Luce understands that today’s travelers want more than just a room: they want experiences. The property’s lifestyle programming is designed to create those effortless social moments that turn a good vacation into a great one.
Daily and weekly programming includes:
- Weekend yoga on the beach
- Live DJ “Groove Sessions” for poolside vibes
- Nightly Sunset Social gatherings
- Lawn games and beach activities
- 24-hour fitness center for the overachievers
- Stylish retail boutique for last-minute swimsuit emergencies
This kind of thoughtful programming is increasingly becoming table stakes in the hospitality industry. Properties that create organic opportunities for guests to connect: with each other and with the destination: consistently outperform those that simply provide a place to sleep. For hospitality managers and food and beverage directors looking to elevate their own properties, The Luce’s approach offers plenty of inspiration.
Events and Gatherings
The Luce isn’t just for vacationers: it’s also positioning itself as a premier events destination with 14,000 square feet of combined event space. The 2,280-square-foot ballroom translates the bold patterns and colors from the lobby into a flexible event canvas, while the outdoor Palm Court and Palm Pavilion provide stunning Gulf Coast backdrops for weddings, corporate retreats, and celebrations.
With seven total venues accommodating up to 200 guests, The Luce offers serious versatility for planners seeking something beyond the typical hotel ballroom experience.
The Marriott Bonvoy Bonus
Here’s the deal-sweetener for Marriott loyalists: To celebrate its launch, The Luce is offering 3,000 Marriott Bonvoy points per night for every stay booked through March 31, 2026. Use promo code S2449 when making your reservation at thelucehotel.com to take advantage.
Getting There
The Luce’s location in the heart of St. Pete Beach puts guests within easy reach of both the shoreline and Downtown St. Petersburg’s acclaimed museums, galleries, and indie hotels. The property is conveniently accessible from St. Pete–Clearwater International Airport (PIE) and Tampa International Airport (TPA).
The Luce
6300 Gulf Blvd, St Pete Beach, FL 33706
thelucehotel.com | info@thelucehotel.com
Instagram: @thelucehotelspb
Why This Matters for the Industry
The Luce represents a broader trend in hospitality: the rise of properties that prioritize character, local connection, and experiential programming over generic luxury. As travelers increasingly seek out destinations that feel authentic and distinctive, hotels like The Luce are setting the standard for what modern coastal hospitality can look like.
For those in the food and beverage industry, the property’s commitment to creating dining destinations that appeal to both guests and locals offers a valuable case study in successful hotel F&B strategy. The combination of elevated cuisine, social programming, and that unmistakable sense of place is exactly what today’s market demands.
Ready to follow the light? Book your stay at The Luce and discover why St. Pete Beach’s newest retreat is already generating serious buzz in the hospitality world.
For more insights on hospitality trends and hotel openings, check out our coverage of hospitality industry predictions for 2026 and Six Senses’ portfolio expansion.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
