Gulfside glow-up
As St. Pete Beach emerges from the aftermath of the 2024 hurricanes, luxury hotel flags are moving in

By Emma Behrmann
Tampa Bay Business Journal
Published: Oct 16, 2026

Long before Hurricane Helene devastated St. Pete Beach in 2024, the owners of the Postcard Inn were planning to transform the property from party scene epicenter to family vacation destination.

New York-based LCP Group, which bought the hotel in 2022, was talking to Marriott about potential flags. Renovations to transform the property into The Luce were underway when Helene sent at least 6 feet of storm surge into the hotel.

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