E.K.
Not sure what you mean by "family friendly" -- but we really enjoy the Hallmark Inn Suites (they're one block north of the main Hallmark) It's a new complex (5-6yrs old I think) The suites work out really good for me, husband, and 2 daughters (5 & 3yrs old). There is a nice size living room space with a bed kinda off set by a short wall, kichenette, bathroom, and a separate bedroom for the kids. It's not on the beach but on the 3rd floor you get a peak at it and it's only about a block from the beach (down and across the street to beach access). It is usually a quite place, and it has it's own pool, and spa but you can also use the one a the main resort. I'm not sure what the summer rates are but I know we've been there in June for less than $200/night -- it's more expensive at the main Hallmark.
Hope that helps.
E.