Auro Hotels to Bring First JW Marriott Hotel to Downtown Greenville

Auro Hotels announced plans on Thursday, Aug. 6, 2026, to bring South Carolina's first JW Marriott hotel to downtown Greenville as part of the planned Falls Park Conference District, a six-acre, hotel-led mixed-use destination along the Reedy River.

The proposed 335-room hotel will transform the historic Bowater Building along the Reedy River into a luxury property designed to reflect JW Marriott’s thoughtful approach to hospitality and Greenville’s distinctive character and story.

With over 35 JW Marriott hotels in the United States, the brand's decision to locate in Greenville places the city among an exclusive collection of destinations celebrated for their distinctive character, authentic sense of place, and exceptional experiences.

The announcement marks more than the arrival of a luxury hotel – it reflects the continued evolution of downtown Greenville and recognizes a city whose story has been unfolding for more than two decades. Named for Marriott founder J. Willard Marriott, JW Marriott is rooted in a belief that well-being enables guests to be more present, connected, and fulfilled. Across its global portfolio of more than 130 hotels, the brand is known for its warm, thoughtful service, and intentionally designed spaces that inspire moments of clarity, restoration, and meaningful connection.

The 335-room hotel will blend the historic character of the Bowater Building with JW Marriott's refined design aesthetic and signature approach to luxury hospitality. Accommodations will include a state-of-the-art fitness center, four food and beverage outlets, the brand’s signature JW Garden, Greenville’s only executive lounge, over 8,800 square feet of meeting and event spaces, and outdoor terraces overlooking the Reedy River.

Upon opening, the hotel is expected to employ approximately 175 associates. Pending final approvals, construction is anticipated to begin in mid-2027, with an estimated construction timeline of 18 to 24 months.

The project also marks an important milestone for Auro Hotels, representing the company's seventh hotel in Greenville and sixth in the heart of downtown.

“Bringing JW Marriott to South Carolina is an important moment for our brand,” said Bruce Rohr, vice president and global brand leader, JW Marriott.

“As we continue to grow in destinations that offer a strong sense of place and connection, Greenville stood out immediately. There is an authenticity to the city, a deep appreciation for its natural surroundings, and a clear vision for its future that aligns closely with the values of JW Marriott. We look forward to becoming part of that story – creating a welcoming destination where guests can feel present, connected, and restored, while celebrating the character and spirit of Greenville.”

The hotel is part of a broader partnership among Auro Hotels, the City of Greenville, and master developer The Furman Co. to create the Falls Park Conference District. Centered on a city-owned conference center, the district will also include structured parking, residential and office space, retail, and expanded public green space connecting to Falls Park.

“Great destinations attract great brands," said DJ Rama, president and CEO of Auro Hotels. "Greenville's success has been built one thoughtful decision at a time. For more than 20 years, this community has made intentional investments in its downtown, its parks, its culture and its quality of life. 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."

The location is central to the project’s significance. Planned along the Reedy River within Falls Park, JW Marriott Greenville will offer seamless connectivity with one of the city’s most beloved public spaces. An elevated pedestrian bridge is planned to link the hotel with the proposed conference center, creating a fluid transition between meetings, hospitality, and the surrounding downtown experience.

"Greenville has never chased recognition for its own sake," said Knox White, mayor of the City of Greenville. "We've focused on creating a city where people genuinely want to live, build businesses and spend time. South Carolina's first JW Marriott is another reflection of that long-term vision and reinforces Greenville's standing as one of America's premier destinations."

The district will give Greenville the ability to attract larger meetings, conventions, and corporate events while strengthening year-round visitation. Those visitors will stay in hotels throughout the market, dine in local restaurants, shop downtown, and experience attractions across the region — creating lasting economic benefits that extend well beyond a single property.

The project is expected to diversify Greenville's economy, create new jobs, and generate visitor-driven tax revenue that supports future public infrastructure and community improvements. Additional announcements regarding the Falls Park Conference District will be made jointly by Auro Hotels, the City of Greenville, and The Furman Co. as planning and approvals continue.