Popular beach resort set to rebrand

ST. PETE BEACH — TradeWinds Island Resorts plans to rebrand its Guy Harvey Outpost property on St. Pete Beach, effective March 13, when it will become RumFish Beach Resort by Tradewinds.

According to a press release, TradeWinds’ five-year licensing agreement with outdoor clothing brand Guy Harvey is set to expire next month, which prompted the switch. The resort will continue to be owned and operated by TradeWinds and will maintain its Florida lifestyle theme, featuring the work of local marine artists such as Thomas Krause.

“Given the success of our RumFish brand, this was a natural progression for us,” states Keith Overton, president of TradeWinds Island Resorts, in the release. “We’re thrilled to call the concept and brand our own and look forward to providing a more locally sourced experience for our guests.”

To coincide with the resort’s new name, TradeWinds, the release states, plans to launch a RumFish Beach Life brand of clothing, artwork, beach apparel and other merchandise. It’s also renovating rooms throughout the resort, a process expected to conclude at the end of February.