Travel + Leisure Co. and Sports Hospitality Ventures, LLC have announced an exciting new venture that will bring the spirit of sports to life through a series of innovative resort campuses. This initiative, branded under the iconic Sports Illustrated name, aims to create a unique, sports-centric environment that combines immersive experiences, entertainment, and exceptional accommodations. With nearly 70 years of legendary content from Sports Illustrated as its foundation, this project promises to redefine leisure travel for sports enthusiasts.
The first of these Sports Illustrated Resorts will be located in Tuscaloosa, Alabama, home to the University of Alabama. This college town was chosen for its rich sports culture and passionate fan base, making it an ideal setting for the inaugural resort, which is set to open in late 2025. The resort will feature a full-service hotel, vacation club, and residential condominiums, all designed to immerse guests in the vibrant world of sports.
Each Sports Illustrated Resorts campus will be a hub of activity, offering a variety of attractions that cater to the active lifestyle. Guests can expect live action sports, quality dining, wellness facilities, and relaxation options, all within a cohesive design that reflects the essence of Sports Illustrated’s storied history. The resorts will not only celebrate the legacy of sports but also provide a platform for guests to engage in their favorite activities, whether that be through fitness programs, culinary experiences, or entertainment events.
Christopher Schroeder, CEO of Sports Hospitality Ventures, emphasized the importance of creating differentiated experiences for guests. “Sports Illustrated Resorts are about hospitality, lifestyle, leisure, and entertainment,” he stated. “We celebrate not only the legacy of Sports Illustrated but also the path it is on now, by immersing our guests in sports culture and providing the best entertainment, cuisine, fitness, health, and wellness.” This commitment to an active lifestyle is at the core of the Sports Illustrated Resorts concept.
The vision for Sports Illustrated Resorts extends beyond college towns. The portfolio will include chic beach clubs and experience parks in leading leisure destinations, ensuring that there is something for everyone. The first property, which opened in 2022 in Cap Cana, Dominican Republic, has already set a high standard for what guests can expect from the Sports Illustrated brand. This resort offers a plethora of activities, including golf, sportfishing, scuba diving, and more, all within one of the most exclusive resort developments in the Western Hemisphere.
In Tuscaloosa, the resort will capture the essence of the active lifestyle, featuring a signature SI Fit Health/Wellness Center, world-class dining, and entertainment options that reflect the local culture. The vacation club aspect of the resort will allow loyal fans and their families to enjoy a more elevated accommodation experience. Members will have access to a flexible points-based system, enabling them to make repeat reservations and enjoy offerings from the growing Sports Illustrated Resorts portfolio.
Geoff Richards, COO of vacation ownership at Travel + Leisure Co., expressed excitement about the collaboration with Sports Hospitality Ventures. “Our vision for this entirely new vacation club is to provide members a unique opportunity to totally immerse themselves in gameday life with a piece of their favorite college town,” he said. This innovative approach to vacation ownership is designed to enhance the experience for sports fans and their families.
The partnership between Travel + Leisure Co. and Sports Hospitality Ventures is set to revolutionize the way fans experience their favorite sports. With a focus on creating customized vacation club products, the companies aim to provide unique opportunities for fans to connect with their favorite teams and enjoy the active lifestyle that comes with being a sports enthusiast.
As the Sports Illustrated Resorts network expands, additional college town destinations are expected to be announced, further solidifying the brand’s commitment to creating vibrant, interactive experiences for sports fans. The collaboration with Kituwah LLC, the business entity of the Eastern Band of Cherokee Indians, adds a wealth of hospitality and market knowledge to the project, ensuring that the resorts are developed with cultural sensitivity and a focus on community engagement.
Mark Hubble, CEO of Kituwah LLC, highlighted the importance of cultural values in this partnership. “We look forward to sharing the concepts that have existed in harmony for millennia to the world through the support of the experienced partners we have assembled in this endeavor,” he stated. This commitment to cultural integrity will be a cornerstone of the Sports Illustrated Resorts experience.
As the world of sports continues to evolve, the introduction of Sports Illustrated Resorts represents a significant step forward in creating spaces that celebrate the active lifestyle. With a focus on hospitality, leisure, and entertainment, these resorts will provide fans with the opportunity to immerse themselves in the culture of sports while enjoying top-notch amenities and experiences.
The anticipated opening of the Tuscaloosa resort in late 2025 marks the beginning of a new era for Sports Illustrated. As the brand continues to grow and expand its reach, it will undoubtedly play a pivotal role in shaping the future of sports-themed travel and leisure experiences. Fans can look forward to a new way to engage with their favorite sports, all while enjoying the comforts and luxuries of a world-class resort.
In conclusion, the Sports Illustrated Resorts initiative is set to redefine the landscape of sports-themed hospitality. With a commitment to creating immersive experiences that celebrate the active lifestyle, this venture promises to bring fans closer to the sports they love. As the first resort prepares to open in Tuscaloosa, the excitement surrounding this project continues to build, paving the way for a future where sports and leisure seamlessly intertwine.
Source: Travel + Leisure Co.
