Auro Hotels to Develop 335-Room JW Marriott in Greenville
Auro Hotels is partnering with the City of Greenville and The Furman Co. to transform the historic Bowater Building into South Carolina's first JW Marriott.
The short answer
Auro Hotels will develop South Carolina's first JW Marriott in downtown Greenville. The 335-room property will anchor the new six-acre Falls Park Conference District.
The short version
- Auro Hotels will open South Carolina's first JW Marriott in downtown Greenville.
- The 335-room property will anchor the six-acre Falls Park Conference District.
- Construction on the hotel will begin in mid-2027 and create 175 jobs.
Auro Hotels will develop a 335-room JW Marriott in downtown Greenville, marking the brand's first property in South Carolina [1]. The hotel will transform the historic Bowater Building within the planned six-acre Falls Park Conference District, with construction starting in mid-2027 and taking 18 to 24 months to complete [2].
What will the new JW Marriott property include?
The redevelopment will feature 335 guestrooms, four food and beverage outlets, and more than 8,800 square feet of meeting and event space [1]. According to Hotel Business, the property will also house a fitness center, the signature JW Garden, and Greenville's only executive lounge [1]. The design will incorporate outdoor terraces overlooking the Reedy River, blending the historic character of the Bowater Building with JW Marriott's luxury standards [1]. Asian Hospitality reported that the completed hotel will employ approximately 175 associates [2].
How does this fit into the Falls Park Conference District?
The hotel anchors a six-acre mixed-use development alongside the Reedy River [1]. Auro Hotels is partnering with the City of Greenville and master developer The Furman Co. to build a district containing a city-owned conference center, retail spaces, residential units, office space, structured parking, and expanded public green space connecting to Falls Park [2]. An elevated pedestrian bridge will connect the hotel directly to the proposed conference center, creating a transition between the hospitality spaces and the downtown environment [1]. Additional announcements regarding the district will be made jointly by the three partners as planning continues [2].
When will construction begin and how long will it take?
Pending final approvals, construction will commence in mid-2027 [1]. The building phase will require 18 to 24 months to complete [2].
What is Auro Hotels' current footprint in Greenville?
The JW Marriott will be Auro Hotels' seventh property in Greenville and its sixth in the downtown area [2]. Asian Hospitality noted that Auro currently owns and operates five other hotels in the city totaling 1,150 rooms [2]. The company recently added the 135-key Courtyard by Marriott Greenville Downtown to its portfolio in partnership with T2 Hospitality [2].
| Development Metric | Details |
|---|---|
| Room Count | 335 rooms |
| Meeting Space | More than 8,800 sq. ft. |
| Job Creation | Approximately 175 associates |
| Construction Start | Mid-2027 |
| Construction Duration | 18 to 24 months |
Why did JW Marriott choose Greenville for its South Carolina debut?
The brand selected Greenville for its authenticity and connection to natural surroundings [1]. Bruce Rohr, JW Marriott vice president and global brand leader, noted that the city's vision aligns with the brand's values, adding that the location offers guests a place to feel connected and restored while celebrating the character of the city [1]. Rohr told Hotel Business that bringing the brand to South Carolina is an important moment, as the company seeks destinations that offer a strong sense of place [1].
How are local leaders viewing the development?
City officials view the hotel as a reflection of long-term investments in downtown infrastructure [1]. Mayor Knox White stated that the city focuses on creating a place where people want to live and build businesses, and the JW Marriott reinforces Greenville's standing as a premier destination [1]. D.J. Rama, president and CEO of Auro Hotels, noted that his company has been headquartered in Greenville for over 50 years and wants to continue investing in the city that shaped its story [2].
Reported by
This article was written from the following reporting. Follow the links for the original coverage.
- [1]Auro Hotels to Open South Carolina's First JW Marriott— Hotel Business
- [2]Auro Hotels to Debut South Carolina's First JW Marriott— asianhospitality.com
Frequently asked
+Where will the new JW Marriott be located?
The hotel will be located in downtown Greenville, South Carolina, redeveloping the historic Bowater Building along the Reedy River.
+How many rooms will the JW Marriott Greenville have?
The proposed JW Marriott Greenville will feature 335 guestrooms.
+When does construction start on the JW Marriott Greenville?
Pending final approvals, construction is anticipated to begin in mid-2027 and take 18 to 24 months to complete.
+What amenities will the hotel include?
Amenities will include a fitness center, four food and beverage outlets, a JW Garden, Greenville's only executive lounge, and over 8,800 square feet of meeting space.
+Who is partnering on the Falls Park Conference District?
Auro Hotels is partnering with the City of Greenville and master developer The Furman Co. on the six-acre mixed-use district.
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