Visit Baton Rouge Proposed as Interim Manager of River Center
By Jonathan Trager
Visit Baton Rouge could take over as interim manager of the Raising Cane’s River Center as city-parish officials pursue a long-term plan to renovate and expand the downtown convention complex.
Mayor-President Sid Edwards has asked the Metropolitan Council to approve an agreement allowing the tourism agency to provide interim oversight while the city-parish searches for a development partner for the River Center’s planned redevelopment.
The proposal, announced on August 17, is intended to maintain operations and convention business during the transition.
“The River Center is one of the most important economic engines in Baton Rouge, and we want to maximize its positive contributions to our region,” Edwards said. “The professionals at Visit Baton Rouge work every day to promote and attract significant events and tourism, and this management relationship enhances their efforts.”
Under the proposal, Visit Baton Rouge wouldn’t directly run the River Center’s daily operations. Instead, the destination organization would oversee a competitive request for proposals to select a professional facility management company to handle day-to-day operations and venue staffing.
Visit Baton Rouge would provide local oversight and help ensure the River Center remains connected to the city’s convention sales and tourism efforts.
If approved by the council, Visit Baton Rouge’s official oversight would begin in early 2027, after a management agreement is negotiated and approved. The interim arrangement would last until a developer is selected for the River Center project or for up to 12 months, with the possibility of an extension by mutual agreement.
The proposal comes as Baton Rouge prepares for a larger redevelopment of the River Center and surrounding downtown area. Plan Baton Rouge III calls for expanding the convention center by about 100,000 square feet, adding modern event spaces and developing a new 300- to 400-room convention hotel. The broader project could cost $250 million to $400 million, according to the plan.
The city-parish has said maintaining uninterrupted operations is important because conventions and other major events can be booked years in advance. Officials want to preserve existing business and visitor spending while the redevelopment plan moves forward.
“This is about ensuring the Raising Cane’s River Center continues to serve our community and visitors without missing a beat,” said Jill Kidder, President & CEO of Visit Baton Rouge. “The venue is one of Baton Rouge’s most important economic and cultural assets, and we’re honored to help provide continuity during this transition and to position the River Center for its next chapter.”
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