New Baton Rouge Sports Illustrated Resort Will Open Near LSU
Future resort seeks to bring sports hospitality, premium lodging and year-round fan experiences
ORLANDO, Fla. (press release) – Travel + Leisure Co., a leading leisure travel company, announced plans today for a new Baton Rouge Sports Illustrated Resort.
What is a Sports Illustrated Resort?
Sports Illustrated Resorts is an experiential hospitality brand designed to bring fans closer to the energy of sports through immersive, year-round destinations. The brand draws inspiration from the legacy and storytelling of Sports Illustrated.
Located downtown, just minutes from Louisiana State University (LSU), the new Baton Rouge Sports Illustrated Resort will provide access to university events while offering a modern hospitality experience rooted in gameday traditions.
Baton Rouge joins previously announced locations in Tuscaloosa, Alabama (breaking ground this summer), Nashville (set to open later this year) and Chicago (currently open in its ‘preseason era’ and debuting as a fully rebranded Sports Illustrated Resorts property in late 2026).
“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,” said Richards.
Baton Rouge Sports Illustrated Resort Project Details
The Baton Rouge Sports Illustrated Resort is a conversion project. The existing 11-story hotel located at 201 Lafayette St. 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 Shaquille O’Neal, further supporting the resort’s vision of delivering a premier sports and lifestyle destination.
The existing hotel will continue operations throughout 2026, with renovations to begin in early 2027. When complete, it is anticipated that the property will reopen 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.
Rendering from Travel + Leisure Co.
