Travel + Leisure Co. has announced plans for a new Sports Illustrated Resorts location in Baton Rouge, Louisiana. The development marks the experiential brand’s latest expansion into premier sports markets and will offer fans an year-round destination designed around the energy of game day.
Located downtown on the Mississippi River just minutes from the Louisiana State University (LSU) campus and major Baton Rouge entertainment districts, the resort will provide access to university events while offering a modern hospitality experience rooted in Southern game-day traditions.
“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. “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 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.
The existing hotel will continue operations throughout 2026, with renovations slated to begin in early 2027. When complete, 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. 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, 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.
To learn more about Sports Illustrated Resorts, visit www.sportsillustratedresorts.com.
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