A prominent building overlooking Falls Park in downtown Greenville will soon be transformed into a new luxury hotel.
Greenville-based Auro Hotels unveiled plans to turn the Bowater Building at 55 E. Camperdown Way into the first JW Marriott in South Carolina on Aug. 6. The proposed 335-room hotel will be part of the Falls Park Conference District, a major mixed-use development planned on the east side of the Reedy River.
The JW Marriott Greenville will be Auro Hotels’ single largest investment in the city to date. The hospitality management firm currently operates six hotels in Greenville. Dharmendra “DJ” Rama, president and CEO of Auro Hotels, said the company is proud to continue investing in the city that has served as its headquarters for more than 50 years.
“Great destinations attract great brands,” Rama said. “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.”
The Bowater Building was originally built in the early 1990s as the headquarters for Bowater Inc. Auro Hotels purchased the 2.4-acre property, which contains the four-story office building, adjacent parking garage and approximately one acre of open space, for $31.25 million in December 2024. Prior to the sale, the city of Greenville considered relocating City Hall to the Bowater Building.
Auro Hotels aims to preserve the original architecture of the Bowater Building while incorporating JW Marriott’s European-inspired design aesthetic to create the new hotel. Design plans show two towers – one rising seven stories and the other five stories – added to the western side of the building facing Falls Park.
An elevated pedestrian bridge will connect the JW Marriott Greenville to the downtown conference center anchoring the future Falls Park Conference District. Auro Hotels will operate the city-owned conference center along with the luxury hotel. The six-acre mixed-use district will also feature multifamily residences, office space, retail offerings, structured parking and expanded green space.
“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. 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.” – Greenville Mayor Knox White
The adaptive-reuse hotel project will add Greenville to the exclusive list of destinations with a JW Marriott hotel. Today, the brand features more than 130 hotels worldwide with around 35 in the United States. Bruce Rohr, vice president and global brand leader for JW Marriott, explained that Greenville stood out immediately as a destination that offers a strong sense of place and connection.
“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,” Rohr said. “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 JW Marriott Greenville will offer luxury accommodations, as well as four food and beverage options including a market, a rooftop bar and restaurant, an all-day dining venue and a speciality restaurant.
The high-end hotel will also feature:
- More than 8,800 square feet of indoor meeting and event space
- Outdoor venues for receptions, weddings and special events
- An executive lounge
- A state-of-the-art fitness center
- Outdoor terraces overlooking the Reedy River
- A JW Garden with fresh herbs and seasonal ingredients
Renovations to the Bowater Building are expected to begin mid-2027, pending final approvals. The project is anticipated to take 18 to 24 months to complete. According to Auro Hotels, the hotel will employ approximately 175 associates upon opening.
By the numbers – JW Marriott Greenville
335 guest rooms
More than 8,800 square feet of meeting and event space
4 food and beverage outlets
Approximately 175 associates
18- to 24-month construction timeline
Falls Park Conference District
The estimated $500 million mixed-use redevelopment project to create the Falls Park Conference District in downtown Greenville will be completed through public-private partnerships.
The city of Greenville selected The Furman Co. to be the master developer for the project. Other announced private partners include Auro Hotels, United Community and Hines.
