Plan to Redevelop River Center, Build Headquarters Hotel moves Forward

BATON ROUGE – Global destination real estate advisory firm Hunden Partners has begun taking important first steps in the redevelopment of the downtown River Center complex, one of the centerpiece projects in a growing civic movement to improve Baton Rouge’s quality of life and economic competitiveness.

With last week’s unanimous Metro Council approval of Hunden’s contract to serve as the City-Parish Owner’s Advisor on the project, the Chicago-based consultant has begun mapping the path forward for a reimagination of the River Center and addition of a full-service convention headquarters hotel.

“The Metro Council’s unanimous approval of this contract speaks volumes about the broad support and growing momentum for our efforts to reimagine and revitalize Baton Rouge’s downtown riverfront,” East Baton Rouge Parish Mayor-President Sid Edwards said. “I am excited to play an integral role in the development of this revitalization project, which will benefit not just downtown but all of East Baton Rouge Parish.”

The process of clearly defining the project and finding and entering into an agreement with the right development partner is expected to take approximately 24 months. Over the coming months, Hunden will collaborate with the River Center commission to establish the project scope, identify and prioritize key components, and develop a financing strategy that will be necessary to attract a development partner who can implement the City-Parish’s vision to revitalize its underutilized downtown riverfront anchor.

“Baton Rouge has demonstrated vision in advancing the River Center project,” said Rob Hunden, President and CEO of Hunden Partners. “As a firm dedicated to partnering with our clients to help deliver visionary and transformative projects, we will leverage our experience with complex convention, entertainment, and hospitality projects to help ensure the city’s goals are achieved. The River Center project is being positioned to deliver lasting value to residents, businesses and visitors.”

Hunden Partners previously produced a Regional Entertainment Venues Assessment for the Capital Region that compared Baton Rouge with other mid-size markets and college towns. That 2024 report amplified the urgent need for world-class entertainment venues and complementary entertainment infrastructure, which would spur additional dining, entertainment and retail investments that benefit residents as well as visitors.

“An expanded downtown convention center and a new full-service headquarters hotel will transform the riverfront into the vibrant destination we’ve always envisioned,” said Visit Baton Rouge President and CEO Jill Kidder. “The Metro Council’s vote to affirm the Project Oversight Committee’s selection of Hunden as the Owner’s Advisor brings us closer to leapfrogging the competition in the economically impactful convention market.”

Since its inception in 2006, Hunden has provided private and public sector clients a full range of project advisory and execution services for sports facilities, mixed-use and entertainment districts, convention and exhibition centers, hotels, entertainment venues and other transformative development projects. It has conducted more than 1,200 studies and has had a hand in the development of over $25 billion in built or planned assets around the world, including similar projects in Fort Worth, Tulsa, Cincinnati, Chicago and Indianapolis.

“After years of planning and coalition building, this transformational project is finally ready to take its most important first step: a nationwide search for a developer who can bring our vision to life,” said Project Oversight Committee Chair Carolyn Coleman, whose District 10 includes the River Center Complex site. “I am deeply grateful to the committee for its passion for our great city and diligence in getting us to this point, and to my fellow council members for their unanimous support.”

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Media Inquiries:
Laura Cating, Visit Baton Rouge
laura@visitbatonrouge.com / 225.382.3570