The Luce Announces June 11 Soft Opening With 200 Rooms and Beach Club in St. Pete Beach

The Luce will open with 200 accommodations, including bungalow studio suites and Lanai Rooms, following a transformation from a previous boutique hotel. The property is owned by LCP and Safanad and managed by Crescent Hotels & Resorts. The Luce is now part of Marriott’s Tribute Portfolio.

The hotel will feature two dining options. Sundrop, the lobby restaurant and bar, will offer seven-day brunch and dinner service in an indoor-outdoor setting, a daily happy hour, and weekly rum tastings on Wednesdays and Fridays. The menu includes seafood towers, oysters, Wagyu steak, Chilean sea bass, salmon, lemon pancakes, burrata and avocado toast, and a lobster roll. Baby Turtle Beach Club, offering American coastal fare, is scheduled to open in Fall 2026.

Guests will have direct private beach access with complimentary loungers and Beach Butler service. The hotel will also provide a Vacation Amenity Box with items such as sunscreen, mist spray, and a koozie. The property includes St. Pete Beach’s largest pool, daily activities, weekend yoga, live DJ sessions, a nightly Sunset Social, poolside and beach cabanas, lawn games, a 24-hour fitness center, and a retail boutique. A curated Spotify playlist will be available for guests.

Guestrooms are equipped with king or double queen beds, Lavazza cafe machines, smart TVs with streaming capabilities, blackout curtains, and bath amenities in partnership with SACHAJUAN. Bungalow Suites have private outdoor lounges with QR code ordering, and Lanai Rooms offer semi-private outdoor seating near the pool.

The hotel’s lobby features a large-scale art installation by Marianne Angeli Rodriguez, a Filipino-American painter and muralist. The property offers 14,000 square feet of event space, including a 2,280-square-foot ballroom, the outdoor Palm Court, and Palm Pavilion, with seven venues accommodating up to 200 guests.

During the soft opening, The Luce is offering 3,000 Marriott Bonvoy points per night for every stay booked by Marriott Bonvoy Members. The hotel is located near local dining and downtown St. Petersburg and is accessible from St. Pete-Clearwater International Airport and Tampa International Airport.