Expanding a World-Renowned Sports Brand into the Hospitality Sector 

Sports Illustrated, a leader in sports media, sought to expand its brand into the hospitality sector by creating sports-themed resorts worldwide. The goal was to design destinations that would captivate Sports Illustrated’s 70 million+ consumers by offering immersive, participatory attractions that celebrate iconic moments and athletes in sports history. The challenge was to create engaging experiences that appeal to sports fans of all ages while integrating high-quality dining, lifestyle, and wellness amenities. 

Designing and Master Planning High-Energy Attractions for Sports Lovers of All Ages 

Storyland Studios was selected to master plan and design the Sports Illustrated Hotels and Resorts. The first location is anticipated to open in Punta Cana, Dominican Republic, in 2023, with a subsequent resort planned for Orlando. Additional locations in the United States and Hawaii are also under consideration. 

The resorts will feature high-energy attractions designed to engage guests’ inner sports enthusiasts, bringing Sports Illustrated’s stories and legends to life through interactive experiences. Each resort will also offer exceptional dining, lifestyle, and wellness options, creating a well-rounded destination for visitors. 

A Significant Brand Expansion 

The development of Sports Illustrated Resorts marks a significant expansion of the brand, translating its iconic presence in sports media into real-world experiences. The Punta Cana location is expected to open in 2023, followed by other resorts worldwide. This initiative not only broadens Sports Illustrated’s reach but also provides fans with unique opportunities to connect with the sports they love in a dynamic and entertaining setting.