Coleman Helps Lead Baton Rouge’s Push to Transform River Center Into Downtown Economic Engine

BATON ROUGE, La. — For years, Baton Rouge leaders have talked about what it would take to transform the River Center into a modern convention and entertainment destination capable of competing for major events and visitors.

Now, the conversation is moving from vision to execution — and District 10 Councilwoman Carolyn Coleman is playing a central role in helping guide the process.

The East Baton Rouge Metropolitan Council on Wednesday approved a one-year extension of the Raising Cane’s River Center naming-rights agreement, providing $418,500 for continued branding of the downtown complex.

But the naming agreement is only one piece of a much larger transition.

The city-parish is preparing to change how the River Center is managed while assembling the expertise and development structure needed to pursue a major redevelopment that could include a 350-room headquarters hotel, more than 29,000 square feet of ballroom and meeting space, and a 40,000-square-foot flex hall.

For Coleman, whose district includes the River Center, the project represents more than an improvement to a downtown facility. It is an opportunity to strengthen Baton Rouge's position in the convention and tourism industry while creating a new economic catalyst for the city.

Coleman's leadership role in the project began before the current administration's redevelopment push.

In 2024, the Metro Council approved the framework for moving forward with a new River Center and headquarters hotel and established a Project Oversight Committee. Coleman was selected to chair the committee, placing her at the center of the council's oversight of the redevelopment process.

The committee was designed to bring together representatives from across the community, including the hospitality industry, Visit Baton Rouge, the Baton Rouge Area Chamber, Baton Rouge Area Foundation, Downtown Development District, Build Baton Rouge, the Arts Council of Greater Baton Rouge and the North Baton Rouge Economic Development District.

That structure has helped make the River Center redevelopment a broader community and economic-development initiative rather than simply a renovation project.

Coleman’s role grows as project advances

Coleman's leadership became even more significant as the city moved toward identifying a development partner.

In 2025, the Metro Council approved Hunden Partners as the city's owner's adviser for the project. The firm was tasked with helping define the project, develop a financing strategy and prepare the city to identify a development partner. Visit Baton Rouge described the move as clearing the way for due diligence and a nationwide developer search.

At the time, Coleman said the project had reached an important milestone after years of planning and coalition-building.

That work is now moving into another phase.

Mayor-President Sid Edwards has proposed placing Visit Baton Rouge in an interim management role when the current River Center management agreement expires. Visit Baton Rouge President and CEO Jill Kidder has said the organization would not directly handle the facility's daily operations but would issue a request for proposals for a company to manage the complex.

The current management agreement with Legends Global runs through the end of 2026, giving the city an opportunity to establish a new management structure while redevelopment plans continue.

Legends would be eligible to compete for the future contract.

A bigger vision for downtown

The administration's redevelopment strategy goes well beyond adding new convention space.

The proposed headquarters hotel would allow Baton Rouge to pursue larger conventions that require hotel rooms connected to or immediately accessible from a convention facility.

The additional ballroom, meeting space and flex hall would give the River Center greater capacity to host conventions, trade shows, entertainment events and other large gatherings.

That could mean more visitors staying in Baton Rouge, eating at local restaurants, shopping, attending entertainment events and spending money throughout the community.

For Coleman, the goal is to connect those pieces.

The councilwoman has described the River Center and other major downtown investments as interconnected components of Baton Rouge's future rather than isolated projects.

That philosophy is particularly important as Baton Rouge continues developing plans for its downtown riverfront.

Bringing experience to Baton Rouge

The city is also bringing in Christopher “Butch” Spyridon, the longtime former head of Nashville's convention and visitors organization, to advise on the redevelopment.

Spyridon is expected to receive $525,000 over two years.

His experience includes helping Nashville build its national tourism and convention profile, making his involvement one of the most significant outside investments in expertise for the Baton Rouge project.

Coleman has strongly supported bringing Spyridon into the process.

She previously described his involvement as an opportunity to bring high-level tourism and convention expertise to Baton Rouge.

The goal, she has said, is to bring the right people together to help Baton Rouge reach the next level.

A project Coleman says can change Baton Rouge

Coleman's involvement gives the River Center project something it has lacked during portions of its long history: a clearly identified Metro Council leader responsible for helping shepherd the redevelopment process.

She has remained involved as the project has moved through planning, consultant selection, oversight and now the transition toward redevelopment.

That continuity could prove important as the city prepares for what may be the most consequential decision yet — selecting the development partner responsible for turning the vision into a physical project.

The eventual developer will have to build more than a hotel and expanded convention facilities.

The project will be expected to help strengthen downtown Baton Rouge's economic competitiveness, attract conventions and visitors, support local businesses and create new opportunities connected to the hospitality and tourism industries.

That makes the River Center redevelopment one of the city's largest economic-development opportunities in years.

And Coleman, as chair of the Project Oversight Committee and the council member representing the district where the River Center sits, will have a front-row seat — and a significant responsibility — as Baton Rouge determines what comes next.

The Raising Cane's name may remain on the building for another year.

But the bigger story is what happens inside and around it.

After years of discussion, Baton Rouge is preparing to decide what the River Center can become — and Coleman is helping lead that effort.