Travel + Leisure Co. is bringing its Sports Illustrated Resorts brand to Chicago. The hotel will be a conversion of the Virgin Hotel Chicago, which is located in the city’s downtown Loop district.
The conversion will retain the building’s historic features, such as its grand staircase, while incorporating Sports Illustrated branding and sports-themed design elements. The hotel will get a new lounge and fitness center, a street-level coffee shop, a full-service restaurant and a sports bar. Room count is expected to be around 250.
The property will remain operational during construction, with completion expected in late 2026.
According to Geoff Richards, Travel + Leisure Co.’s chief operating officer, the hotel will be well-positioned to capitalize on the city’s sports culture. Chicago has well-established professional teams in the four major sports, including a founding National Football League franchise in the Bears, an Original Six National Hockey League team in the Blackhawks, and the Cubs, who play at Wrigley Field, the second-oldest ballpark in Major League Baseball.
The Chicago location joins previously announced Sports Illustrated developments in Tuscaloosa, Alabama, and Nashville, Tennessee. The brand launched in 2023 through a partnership between Travel + Leisure Co. and Sports Hospitality Ventures, with an initial focus on university towns with devoted fan bases.
The concept reflects the “sportspitality” trend, as hospitality companies and team owners create sports-themed properties that tap into the lucrative sports tourism market.
