Leisure travel company Travel + Leisure Co. is planning a new Sports Illustrated Resorts location in Baton Rouge, La. The development marks the brand’s latest expansion into popular sports markets and will offer fans an immersive, year-round destination designed around game day.
The property will be downtown on the Mississippi River close to the Louisiana State University campus and 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,” Geoff Richards, chief operating officer at Travel + Leisure Co., said in a statement. “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.”
As a conversion project, the existing 11-story Hilton-branded hotel on the site was purchased by Northshore Development and its investment partners, including Kituwah, the economic development arm of the Eastern Band of Cherokee Indians. The project also includes investment from various businesspeople, including LSU graduate Shaquille O’Neal.
The existing hotel will continue operations throughout 2026, with renovations slated to begin in early 2027. When complete, the property is poised to relaunch as a Sports Illustrated Resorts destination with a combination of vacation ownership, hotel and whole ownership units. Renovations are expected to be completed in late 2027.
The inclusion of a Baton Rouge location advances the goal of Sports Illustrated Resorts to expand its national presence, joining the previously announced destinations in Tuscaloosa, Ala.; Nashville; and Chicago.