Guy Harvey Outpost plans to transform into RumFish Beach Resort. Owned and managed by TradeWinds Island Resorts, the St. Pete Beach hotel's five-year licensing agreement with marine artist and conservationist Guy Harvey ends on March 13, so a rebrand was in order.
The property, which gets its new name from the on-site RumFish Grill, will still feature a Florida lifestyle theme and put an emphasis on local marine artists such as Thomas Krause.
"Given the success of our RumFish brand, this was a natural progression for us," said Keith Overton, president of TradeWinds, in a statement. "We're thrilled to call the concept and brand our own and look forward to providing a more locally sourced experience for our guests."
Guy Harvey Outpost's rebrand won't impact current and future reservations and rates, but room renovations have kicked off at the hotel.
Guests can expect revamped furniture, including new sofa beds and club chairs, as well as fresh carpeting, paint, bedding, draperies and upholstery. Updated bathroom mirrors and lighting are also in store.
What's more, 56 of the rooms will welcome beachfront balconies, accompanying the property-wide addition of new railings and a coat of exterior paint.
Another change? After Guy Harvey Outpost becomes RumFish Beach Resort, TradeWinds expects to launch "RumFish Beach Life." The lifestyle brand will sell clothing, artwork, beach apparel and other merch throughout the hotel.