Sports Illustrated Resorts, whose first property opened in the Dominican Republic earlier this year, is planning to join Buc-ee’s and an immersive Cherokee theme park along Interstate 40 at The 407: Gateway to Adventure.
OE Experiences, which is a co-developer for The 407 in Sevier County alongside the developer, the Eastern Band of Cherokee Indians, also shared two new entertainment attractions planned for the Smoky Gap entertainment district anchored by the Puy du Fou theme park Cherokee Rose.
The two entertainment attractions have Sevier County ties and would open along with the rest of Smoky Gap in 2025 or early 2026. The Sports Illustrated resort would come later.
Here’s what we know so far about the project, located just off Exit 407.
Sports Illustrated Resort would be among first in the US
North Carolina-based Smoky Mountain News has reported Kituwah LLC, a subsidiary of the tribe, struck a $324 million deal in October to control and invest in Sports Illustrated Resorts.
The brand’s first stateside resort is planned to open in Orlando as early as next year.
While the Sevier County Sports Illustrated concept is still in development, the now-open resort in Punta Cana, Dominican Republic, and renderings for the Orlando project illustrate what a finished product could look like.
Theming appears light at the Dominican Republic property compared to the Orlando project, whose renderings show a NASCAR-themed go-kart track, a baseball diamond and a pool with a football-shaped centerpiece.
The Sevier County resort could open in 2026 or 2027, one year behind the Orlando resort.
Why build a Sports Illustrated resort in Tennessee?
Sports Illustrated Resorts are being planned near universities to “reflect a school’s heritage and pay tribute to the players, coaches, and fans that continue to keep the spirit alive,” according to the resorts’ website.
“We obviously have a tremendous athletic legacy in Tennessee − a lot of incredible athletes,” OE Experiences CEO Matthew Cross told Knox News. “I think we can tie into a lot of the wellness, active lifestyle trends. … We have green space, we have blue line streams, we have some really neat ravines and some undulating terrain. All of that can be used by that kind of resort really effectively.”
New attractions coming to The 407’s Smoky Gap
Cross said all prospective tenants at Smoky Gap are under letters of intent, meaning there’s still time to shuffle before leases are signed.
However, there are two tenants he is comfortable announcing: Activate Games and Fannie Farkle’s.
Activate Games tests mental and physical agility
Activate Games might not have started in Gatlinburg, but the branch has become a hit in the Smoky Mountains’ competitive tourist landscape.
It’s not virtual reality, but it’s not exactly natural, either. The concept blends the aesthetic of “Tron” and 8-bit videos games with athletic challenges that test guests’ physical and mental agility.
Competitors might have to step on certain illuminated tiles and avoid others, for example, or crawl to avoid lasers like an undercover agent.
Fannie Farkles brings classic Gatlinburg amusement to new development
The entire Smoky Gap district will have a World War I-era look to match the time period of Cherokee Rose, the anchor attraction. But Smoky Gap is “a collective story,” Cross said.
“Our tenants will have their own stories to tell,” he said. “Where we’re really excited is where those stories kind of overlap and synergize off each other. Fannie Farkle’s is a great example.”
The business has been a Gatlinburg mainstay since 1981, offering carnival food and fun the whole family can enjoy, from Skee-Ball to Pac-Man.
“They’re going to have a marquee billboard − over the top − kind of like an old movie theater that ties into their brand storytelling perfectly,” Cross said.
Smoky Gap would have roughly 10 tenant spaces, with some sections built out for restaurants and others for entertainment businesses.
What exactly is Cherokee Rose? The themed story unfolds
Much like the rest of The 407, it’s hard to put into words.
The interactive themed experience will be a product of French company Puy du Fou, which is bringing its first United States attraction to The 407. The most important distinction: The company specializes in storytelling, not rides.
Cross tells it best:
“The Cherokee Rose is the story of tribal citizens in World War I going overseas − this is before they’re American citizens − as volunteers and then realizing that their language could be an integral part of code talking. This is before the Navajo in World War II that everyone knows about. And so this is really an untold but amazingly patriotic story. So when you go through the Cherokee Rose, you’re getting your orders and you’re training in camp. You’re going overseas on a boat, you’re going into Europe … and then you’re learning about trench life, experiencing trench warfare. And then you have a very emotional moment that brings you back to the Smokies.”
All of this takes place indoors with live actors, though guests might feel like they’re outdoors at times. Cross said some of the team members working on the project also worked on Star Wars: Galaxy’s Edge, located in Disney Parks.
“This will be really visually stimulating − a lot of visual icons,” he said. “Cherokee Rose will have a crashed plane on the roof, and we’ll have spotlights. It’s things that demand investigation.”
The 407 could end up being a $1 billion project
The Eastern Band of Cherokee Indians has already seen a return on its investment, Cross said, with 1.3 million visitors at Buc-ee’s since opening June 26.
Development investments are already over $100 million, he said, and that’s not even including the Sports Illustrated Resort − a $300 million to $500 million project on its own.
“So, this could easily be a billion-dollar development when it’s fully developed between all of the capital partners,” Cross said. “And so, when you’re at that level, we want to make sure the people we’re doing business with and the partnerships we’re facilitating, they appreciate what we’re going after and the importance of the scale. And they put their best foot forward.”
Ryan Wilusz is a downtown growth and development reporter. Phone 865-317-5138. Email [email protected]. Instagram @knoxscruff.
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