JW Marriott hotel coming to downtown Greenville

City leaders joined Greenville-based Auro Hotels and Marriott executives to announce South Carolina’s first JW Marriott hotel — a luxury destination that will anchor the Falls Park Conference District along the Reedy River.

Auro Hotels — which also owns the Hyatt Regency and AC Hotel among other downtown Greenville hotels — says it will transform the historic Bowater building into a 335-room luxury hotel, blending original architectural character with JW Marriott’s European-inspired design.

Mayor Knox White said the arrival of JW Marriott Greenville reflects the city’s commitment to intentional investments in its downtown, parks, culture and quality of life.

“Greenville has never chased recognition for its own sake. We’ve focused on creating a city where people genuinely want to live, build businesses and spend time,” White said in a news release.

The hotel will be linked to the conference center by an elevated pedestrian bridge, creating planners call a fluid transition between meetings, hospitality and the downtown experience. This connectivity is intended to enable Greenville to attract larger meetings, conventions and corporate events, strengthening year-round visitation and supporting local businesses.

“The Falls Park Conference District is more than a development; it is a testament to Greenville’s long-term vision for a thriving downtown that welcomes residents, businesses and visitors alike,” City Manager Shannon Lavrinn said in the release.

Master-developed by The Furman Co., the district will span six acres off Broad Street and is centered on a city-owned conference center. It will feature structured parking, residential and office space, retail and expanded public green space, all connected to Falls Park.

“The conference district and a luxury hotel will strengthen year-round visitation, create jobs and generate visitor-driven tax revenue,” Heath Dillard, president and CEO of VisitGreenvilleSC, said in the release. “These projects will expand Greenville’s capacity to attract national association meetings and corporate events that we simply can’t host today.”

The JW Marriott hotel will offer unique amenities, including a concierge lounge overlooking Falls Park, state-of-the-art fitness center and outdoor terraces, the release said. The property will include four distinct food and beverage outlets, including a European-inspired market and bakery, a signature restaurant and a rooftop bar with views of Falls Park and the Liberty Bridge.

“Great destinations attract great brands. Greenville’s success has been built one thoughtful decision at a time,” Auro Hotels President and CEO DJ Rama said in the release. “As a company founded and headquartered here more than 50 years ago, we are incredibly proud to continue investing in the city that has shaped our story.”