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Bellwether Beach Resort Set to Bring Retro-Florida Vibe to St. Pete Beach

St Pete Beach, FL (January 2021) – Grand Plaza Hotel in St. Pete Beach, Florida will become Bellwether Beach Resort as part of an extensive renovation and rebranding, Benchmark®, a global hospitality company announced. The gulf-front property, which is owned by affiliates of Miami-based Gencom and operated by Benchmark, will reopen in summer 2021 to showcase a full redesign and revamped guest experience.   

The resort’s new moniker sets the stage for Bellwether’s position as a trendsetter, leader, and standout in an award-winning locale globally recognized for its white-sand beaches, sun-drenched shorelines, and vibrant cultural happenings. At Bellwether, guests will discover a new travel destination that breaks away from a traditional beach resort vibe. Instead, they’ll uncover a setting that brings to life the vintage spirit of its coastal location.

The building’s iconic 1970s architecture will tease the nostalgic feel of the Bellwether interiors: terrazzo tiles; linen textures; warm neutrals layered with watery tones; soft metals; eclectic accessories; playful touches; and gallery walls that nod to Old Florida charm. The resort’s 156 guest rooms and suites will surprise with pops of color that reflect the vibrancy of St. Pete Beach: flamingo pink, lime green, and tangerine orange. Wedding parties, corporate, and social groups will find purposeful spaces to gather, each crafted to reflect the retro-modern attitude of the Bellwether.

The resort’s bespoke design will set the tone for a new, elevated guest experience: one that is thoughtful, fun, and unexpected. An array of on-site activities, amenities, and programming will cater to all types of guests – from the laid-back vacationer to the on-the-go explorer.

“This St. Pete Beach icon is going through an extraordinary transformation, and sharing its new name is our first step in formally introducing it to the market,” said Jay Rocha, Benchmark’s vice president of operations. “Bellwether will be a resort destination that invites its guests to escape, discover, reconnect, and have fun. Here, our team will deliver immersive experiences that create lasting memories.”

Bellwether Beach Resort is located at 5250 Gulf Boulevard, St. Pete Beach, Florida 33706. For more information, visit

About Gencom

Founded in 1987 by Karim Alibhai, Gencom is one of the nation’s leading domestic and international investment and development firms specializing in the hospitality and luxury hospitality related residential real estate sectors. Headquartered in Miami, Gencom is fully integrated and highly diversified, with expertise in virtually every aspect of development, acquisition, financing, asset management and sales of hospitality properties.  Gencom has had success not only in developing, purchasing and exiting single assets and hotel portfolios, it also has been successful in creating, purchasing and growing hospitality platform investments, throughout the United States, Caribbean and Europe, including Gencom American Hospitality, Patriot American Hospitality, Carnival Resorts and Interstate Hotels.  Gencom companies’ successful track record has led to significant ventures with prominent institutional investors, prominent family groups and other strategic partners both domestically and internationally.  For more information about Gencom, please visit

About Benchmark Resorts & Hotels®

Benchmark Resorts & Hotels® features the finest in lodging, dining, recreational and meeting accommodations. Featuring unique and distinctive properties renown for exceptional service and for creating unforgettable memory-making experiences, it is the signature portfolio of BENCHMARK®, a global hospitality company, which has been a leading US-based hospitality management company for nearly 40 years.  Many Benchmark Resorts & Hotels properties are certified by IACC, the association that represents the finest meeting venues and services globally, and many have been recognized with the coveted Benchmark Conference Centers® certification of meeting excellence. For more information, visit  Follow us on Facebook, Twitter, Instagram, and Pinterest

About BENCHMARK®, a global hospitality company

BENCHMARK®, a global hospitality company, is a leader in the development, management, and marketing of independent, soft branded, and experiential hard branded resorts, hotels, and conference centers. In addition to the company’s award-winning full service Benchmark Resorts & Hotels, its lifestyle and luxury Gemstone Collection, and its industry-leading Benchmark Conference Centers, BENCHMARK is also an investor in etc.venues, a leading provider of contemporary city center venues for meetings, signature events, and conferences. Benchmark's combined portfolio features more than 80 unique projects across three continents. The company is passionately committed to delivering personal, inspiring, and memory-making experiences, driving total revenue and profitability, and cultivating an award winning “Be The Difference” culture for all its employees.  Benchmark is based in The Woodlands (Houston), Texas, with offices in London, England; Miami, Florida; Park City, Utah; Scottsdale, Arizona; New Brunswick, New Jersey; Seattle, Washington; and Tokyo, Japan. For more information, please visit Follow Benchmark on LinkedIn. Follow Benchmark Resorts & Hotels on Facebook, Twitter, and Instagram. Follow Gemstone Collection on Facebook, Twitter, Instagram, and Pinterest.



Jessica Milton
BENCHMARK, A Global Hospitality Company
Phone: (786) 714-6268