Falls Park Conference District gains partners in Greenville

Downtown Greenville’s development momentum continues as major partners step forward to advance the Falls Park Conference District, a mixed-use project designed to expand the city’s hospitality, office and event infrastructure.

The six-acre tract, valued at roughly $26 million, will include a conference center, a luxury hotel, multifamily residential units, Class A office space, structured parking and expanded access to Falls Park.

At a press conference on March 12, Steve Navarro, president and CEO of The Furman Co., said the project aligns with the city of Greenville’s 2040 Comprehensive Plan, which emphasizes walkable urban development, responsible growth and stronger connections between downtown destinations and public spaces.

Visionary partnerships

DJ Rama, president and CEO of Auro Hotels, also addressed the gathering, outlining the company’s plans to redevelop the historic Bowater Building and its adjacent parking garage as part of the broader Falls Park campus. The company, which currently operates six hotels in the Greenville area, will also construct a hotel tower on the Conference District site with direct connectivity to the conference center. The project represents Auro Hotels’ single largest investment in its hometown.

“The Bowater Building sits as one of the most iconic locations in the city, and our goal is to create a destination that honors the setting while contributing to Greenville’s continued growth,” Rama said.

United Community, the largest bank headquartered in South Carolina, has committed to expanding into office space within the Falls Park Conference District as part of its ongoing focus on community-centered growth.

“We believe the Falls Park Conference District will transform our downtown and create even more opportunities that support United’s long-term growth — and we’re excited to be part of it,” said Lynn Harton, chairman and CEO of United Community.

Leading the residential component is Hines, a global real estate investment manager with more than 65 years of experience. The company plans to develop a multi-story building with approximately 250 multifamily units.

“The Falls Park Conference District reflects the kind of thoughtful, integrated development that will strengthen the city for the long term, and we look forward to delivering new housing to the community,” said Paul Zarian, managing director at Hines.

The Furman Co. has selected McMillan Pazdan Smith, a Greenville-based architecture and design firm, to lead the conference center project. The design will prioritize functionality, flexibility and strong connectivity to Falls Park.

Plans also include a mostly concealed parking garage designed to minimize visual impact while significantly increasing downtown parking capacity. Complementing that effort will be an expansion of public green space that extends Falls Park across Falls Street and brings it to the front door of the new conference center.

Navarro said bringing the partners together ensures the project will be financially, socially and environmentally sustainable.

Generating foot traffic

Navarro noted that the project — more than a decade in the making — is expected to support nearby small businesses by generating additional foot traffic and creating a hub of activity day and night. Increased visitor traffic could benefit locally owned restaurants, retailers and other small businesses throughout the district.

“Greenville is our home, and we are approaching this opportunity with a responsibility to get this right,” Navarro said. “We conceived a vision not only to meet the city’s objectives in seeking a conference center site, but also to create a dynamic 24/7 district that embodies the best of smart development.”