Sports Illustrated Resorts Announces New Resort Destination Near LSU in Baton Rouge

Future resort will bring immersive sports hospitality, premium lodging and year-round fan experiences to Louisiana’s capital city

ORLANDO, Fla.--(BUSINESS WIRE)--Travel + Leisure Co. (NYSE:TNL), a leading leisure travel company, today 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 immersive, 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 convenient access to university events while offering a modern hospitality experience rooted in Southern game-day traditions, where the energy, pride, and passion of fans make every visit feel electric.

“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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About Travel + Leisure Co.

Travel + Leisure Co. (NYSE:TNL) is a leading leisure travel company, providing more than six million vacations to travelers around the world every year. The company operates a portfolio of vacation ownership, travel club, and lifestyle travel brands designed to meet the needs of the modern leisure traveler, whether they’re traversing the globe or staying a little closer to home. With hospitality and responsible tourism at its heart, the company’s nearly 19,000 dedicated associates around the globe help the company achieve its mission to put the world on vacation. Learn more at travelandleisureco.com.

About Sports Illustrated

For 70 years, Sports Illustrated (SI) has been recognized for shaping modern culture at the intersection of sports, lifestyle, and entertainment. SI is a 360-degree platform that unites athletes, teams and fans worldwide through quality content, innovative digital experiences, unforgettable events, and original products. Its award-winning media arm brings powerful storytelling to life through probing profiles and up-to-date news on SI.com, across social media platforms, and through its renowned print magazine whose cover is widely regarded as the most coveted space in sports media. The most trusted name in sports transcends media through SI Tickets, a fan-first ticketing platform, Sports Illustrated Resorts, the ultimate destination for active lifestyles & sports enthusiasts, SI Studios, the brand’s home for film, TV, and long form podcasts, and more. SI brings its unique perspective to marquee events and captivating brand activations including “SI The Party”, Club SI, the Sportsperson of the Year Awards, SI Swimsuit Launch Weekend, and the SI Circuit Series.

For more information, visit SI.com.

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