Downtown Baton Rouge Hilton Set for Sports Illustrated Resort Makeover

BATON ROUGE, La. (Day.News) — Northshore Development acquired the Hilton Baton Rouge Capitol Center at 201 Lafayette St. for $40.5 million in February 2026, securing a $53.4 million loan for the 291-room historic hotel. The firm, led by CEO Franz Hanning, a former Wyndham Vacation Ownership executive, plans to rebrand it as a Sports Illustrated Resort. Travel+Leisure Co. announced Baton Rouge as one of five cities for the sports-themed resorts on April 14, 2026, with others in Chicago, Tuscaloosa and Nashville.

LSU basketball legend Shaquille O'Neal, a Baton Rouge native and alumnus, is reportedly investing in the project, adding star power to the downtown revitalization. Renovations begin in 2027, with the resort opening by year's end; the hotel will operate normally through 2026. The initiative aligns with Plan BR III, aiming to position the property as a hub for sports tourism amid Louisiana's growing convention scene.

Complementing the effort, the nearby River Center convention complex is slated for a $120 million upgrade starting in 2025, including a new headquarters hotel and modernized amenities for events and entertainment. These developments promise economic boosts through increased tourism spending in downtown Baton Rouge, enhancing the area's competitiveness for regional and national conventions.