Travel + Leisure Co. and Sports Illustrated launch new resort brand for college towns
Bama Rush is no longer just for TikTok.
Travel + Leisure Co., the membership travel brand formerly known as Wyndham Destinations, is rolling out a new offering for college sports fans who want game day to last from check-in through checkout.
The membership travel offering acquired the rights to Sports Hospitality Ventures LLC, which is the hotel and resort licensee for the Sports Illustrated brand. Travel + Leisure Co. plans to leverage that into a new brand that will offer a full-service hotel, vacation club and residential condos at each “campus” in popular college towns with devoted fan bases.
The new brand offering is slated to open its first project in Tuscaloosa, Alabama — home to the University of Alabama — in late 2025.
“What I'm more excited about is the passion that's in Tuscaloosa is in college towns all over the United States,” said Michael Brown, president and CEO of Travel + Leisure Co., in an interview with TPG ahead of the launch. “This is not going to be a one-and-done. It's going to be a network that we're looking forward to expanding in the future.”
#BamaRush to check-in
The first of the company’s planned college town resorts will be across the Black Warrior River from the University of Alabama. Why Tuscaloosa? The membership travel brand’s namesake magazine calls it one of the leading college towns in the U.S., and the University of Alabama has been on the cover of Sports Illustrated a whopping 41 times — more than any other university.
“There's a lot more to that story and we're going to celebrate former athletes, current athletes, coaches in the history and the legacy that is in each of these college towns,” Brown said.
Renderings show guest rooms with sports-influenced design and plenty of amenities, ranging from go-kart racing to swimming pools and batting cages.
Beyond Tuscaloosa, each Sports Illustrated Resorts college town resort is expected to feature branded, property-specific attractions, live-action sports and entertainment, dining and wellness facilities. Renderings show the sports and entertainment venue has the working title “Field of Dreams,” but Brown indicated that could change to something more location-specific depending on the college town.
Expect the Tuscaloosa location of Sports Illustrated Resorts to feature 125 to 150 hotel rooms, around 200 vacation club units and 60 to 75 condos. Given the enthusiasm toward colleges in the Power Five conferences — the Southeastern Conference, the Atlantic Coast Conference, the Big Ten Conference, the Big 12 Conference and the Pac-12 Conference — it’s easy to think about who might consider purchasing a condo at a Sports Illustrated Resort.
“Because we're talking about the University of Alabama, let's talk about the SEC: The alumni demand and market is clearly out there,” Brown said.
We’ll be sorely disappointed if the grand opening party in 2025 doesn’t get a “#BamaRush” theme.
The future of Sports Illustrated Resorts
Future locations are in the works for the college town division of Sports Illustrated Resorts and will be announced shortly. Brown indicated the plan is to announce several more by year’s end, saying “we're well down the path with many.”
While Brown didn’t provide specific locations for future resorts, it’s likely safe to look to colleges with major football and athletic programs as leading contenders for where Travel + Leisure Co. will expand next.
The new brand will focus on college and university towns, but the broader Sports Illustrated resort portfolio will also have locations in leisure destinations that also include beach clubs at those resorts.
The Sports Illustrated Resorts Cap Cana location in the Dominican Republic location is now open and was even a backdrop to the 2023 Sports Illustrated Swimsuit Issue. An additional location in Orlando is expected to open next year.
“People are seeking differentiated experiences that allow them to be more active and participatory, and Sports Illustrated Resorts are delivering the ultimate experiences for guests through the hospitality destinations we are creating,” Christopher Schroeder, CEO of Sports Hospitality Ventures LLC, said in a statement.
It’s too early in the development process for the leadership team to provide specific rate expectations for the new brand. But the Sports Illustrated tie-in, coupled with the lack of experiential products like this in many college markets, means it’s almost certain the company will be able to charge more per night in the towns and cities they expand to.
“We're entering these markets with the objective of tying the university with the college athletic experience with the iconic brand like Sports Illustrated,” Brown said. “Built with that as the mindset, not as an afterthought of ‘We need to build a hotel room,' accordingly, I would think that the brand [and the] experience in connection with the universities would drive premium yield, whether it's residential, vacation club or hotels.”
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- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
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| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
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You may be eligible for as high as 100,000 Membership Rewards® Points after spending $6,000 in eligible purchases on your new Card in your first 6 months of Membership. Welcome offers vary and you may not be eligible for an offer.As High As 100,000 points. Find Out Your Offer.Annual Fee
$325Recommended Credit
Credit ranges are a variation of FICO® Score 8, one of many types of credit scores lenders may use when considering your credit card application.Excellent to Good
Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.