Travel + Leisure Co. announced plans for a new Sports
Illustrated Resorts location in Baton Rouge, Louisiana.
Located downtown on the Mississippi River just minutes from
Louisiana State University (LSU), the development marks the experiential brand’s
latest expansion into the premier sports market, offering fans an immersive,
year-round destination. The resort will provide convenient access to university
events with modern hospitality rooted in Southern game-day traditions along
with proximity to major Baton Rouge entertainment districts.
“With nationally recognized facilities, a rich college
sports culture anchored by LSU, and a proven track record of hosting youth,
amateur, and mega sporting events, Baton Rouge is a sports tourism engine that
transforms every tournament into a full-scale economic and cultural
experience,” said Geoff Richards, chief operating officer at Travel + Leisure
Co. in a statement.
He added, “From multi-day youth championships to
high-profile national competitions, the city delivers world-class venues,
hospitality, and fan experiences that keep athletes and families coming back
year after year. We’re excited to be a part of that.”
The existing 11-story hotel located at 201 Lafayette Street
was purchased by Northshore Development and its investment partners, including
Kituwah LLC, the economic development arm of the Eastern Band of Cherokee
Indians. The project also includes investment from various businesspeople,
including but not limited to Shaquille O’Neal, an LSU graduate.
Plans are for the current hotel to continue operations
throughout 2026, with renovations slated to begin in early 2027. When completed
in late 2027, it is anticipated that the property will relaunch as a Sports
Illustrated Resorts destination, featuring a combination of vacation ownership,
hotel and whole ownership units.
The inclusion of a Baton Rouge location advances the goal of
Sports Illustrated Resorts to expand its national presence along with
previously announced destinations in Tuscaloosa, Alabama, Nashville, Tennessee,
and
Chicago. It also strengthens Travel + Leisure’s multi-brand approach,
broadening its portfolio with premium experiential vacation experiences
designed for modern leisure travelers.
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