The Luce, a 200-room Marriott Tribute Portfolio hotel owned by LCP and Safanad and managed by Crescent Hotels & Resorts, will begin a soft opening June 11 on St. Pete Beach, adding another renovated lifestyle property to one of Pinellas County’s strongest tourism corridors.
The ownership group repositioned the former boutique hotel with expanded dining, event space and resort-style amenities to compete for higher-end leisure and group travel demand reshaping Gulf Coast hospitality markets.
The revamped property includes direct beach access, what the hotel says is St. Pete Beach’s largest pool, two dining concepts and 14,000 square feet of event space.
Dining operations will begin with Sundrop, an indoor-outdoor restaurant and bar serving brunch, dinner, poolside service and beach service. A second concept, Baby Turtle Beach Club, is expected to open in fall 2026 near the beach and pool.
General manager Jeremy DaSilva said the hotel was designed to function as both a resort destination and local gathering place.
“We’ve thoughtfully curated every touchpoint, from our beachfront butler service and poolside cabanas to the bold artistry of our lobby and the coastal flavors of Sundrop,” DaSilva said.
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Rooms range from standard accommodations to bungalow studio suites and lanai rooms with outdoor seating near the pool, while amenities include beach loungers, cabanas, weekend yoga, live DJ sessions, a nightly sunset social, a fitness center and retail boutique.
The hotel is also targeting meetings and events business through seven venues, including a 2,280-square-foot ballroom, the outdoor Palm Court and Palm Pavilion. The venues can accommodate up to 200 guests.
The project adds another hospitality investment for LCP, a private real estate investment manager with about $1 billion in assets under management. Safanad, co-headquartered in New York and Riyadh, invests across real estate, digital infrastructure, education and health care.
Crescent Hotels & Resorts manages more than 120 properties in the United States and Canada.
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