Auro Hotels plans to open the first JW Marriott in South Carolina with the development of an adaptive reuse project in downtown Greenville.
The new hotel will be part of the proposed Falls Park Conference District, a six-acre mixed-use development planned along the Reedy River. The project will become Auro Hotels’ seventh property in the Greenville market and sixth in downtown. Pending final approvals, construction is expected to begin in mid-2027 with an estimated 18- to 24-month completion schedule.
The proposed 335-room hotel will redevelop the historic Bowater Building and serve as the anchor of the hotel-led district, which is being developed through a partnership between Greenville, SC-based Auro Hotels, the City of Greenville and master developer The Furman Co. In addition to the hotel, the project includes a city-owned conference center, structured parking, residential and office space, retail and expanded public green space connected to Falls Park.
“Greenville's success has been built one thoughtful decision at a time,” DJ Rama, president and CEO of Auro Hotels, said in a statement. “We believe the arrival of South Carolina's first JW Marriott reflects the destination Greenville has become. 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.”
“Bringing JW Marriott to South Carolina is an important moment for our brand,” added Bruce Rohr, VP and global brand leader for JW Marriott.
The hotel will include 335 guestrooms, more than 8,800 square-feet of meeting and event space, four food-and-beverage outlets, an executive lounge, a fitness center, the brand's signature JW Garden and outdoor terraces overlooking the Reedy River. Plans also call for an elevated pedestrian bridge connecting the hotel to the proposed conference center.