Image courtesy of Sports Illustrated/Travel + Leisure

By MATT SMITHMIER

TUSCALOOSA, Ala. – In a city already known for The Crimson Tide, a new resort is upping the game.

Elected officials and professional athletes gathered in Tuscaloosa, Alabama May 27 for a groundbreaking ceremony on a new $150 million Sports Illustrated Resorts destination.

The mixed-use development will be built approximately one mile from the University of Alabama – home to football team The Crimson Tide – providing easy access to campus, football game days and Tuscaloosa’s downtown.

The resort is being developed and operated by Travel + Leisure Co. and will be the brand’s first ground-up development in a collegiate market.

“With one of the most iconic programs in college sports and a fan base that defines game day culture, Tuscaloosa is a natural fit for Sports Illustrated Resorts,” said Geoff Richards, chief operating officer at Travel + Leisure Co. “This groundbreaking represents an important milestone as we expand into premier sports markets and create destinations where guests don’t just watch sports … they’re part of the experience.”

The future resort will feature retail options and public-facing gathering spaces, including indoor and outdoor bars and a game lounge, plus a broadcast booth and rooftop event space.

The venue is set to open in 2028.