TradeWinds rebrands Guy Harvey Outpost as RumFish Beach Resort

The restaurant's success earns it the spotlight after a licensing agreement expires.

A snorkeler explores the 33,500-gallon snorkel aquarium that overlooks the RumFish Bar and Grill. [Douglas R. Clifford | Florida Beach Insider photo]
A snorkeler explores the 33,500-gallon snorkel aquarium that overlooks the RumFish Bar and Grill. [Douglas R. Clifford | Florida Beach Insider photo]

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.”

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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.

This article was originally published in the Tampa Bay Times on Feb. 12, 2019.

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Sara DiNatale is the tourism and retail reporter for the Tampa Bay Times.