ST. PETE BEACH — The Guy Harvey Outpost hotel is adopting the name of its popular restaurant, rebranding itself RumFish Beach Resort by TradeWinds.
The change comes as TradeWinds' five-year licensing agreement with artist Guy Harvey closes on March 13. Under its new name, the resort will still have a Florida lifestyle theme and focus on marine artists. The popular RumFish Bar and Grill opened on the property in 2014 and features a 33,500-gallon aquarium.
"Given the success of our RumFish brand, this was a natural progression for us," TradeWinds president Keith Overton, said 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."
The resort is renovating rooms with fresh carpeting, paint and bathroom fixtures. Fifty-six rooms will have new beachfront balconies.
It also will sell clothing, art and other items under a new RumFish Beach Life brand. Retail will include other beachwear brands such as Salt Life and Huk.
Contact Sara DiNatale at firstname.lastname@example.org. Follow @sara_dinatale.