The hotel will blend the historic character of the Bowater Building with JW Marriott’s refined design aesthetic and signature approach to luxury hospitality, according to Auro. Amenities will include a fitness center, four F&B outlets, the brand’s signature JW Garden, Greenville’s only executive lounge, more than 8,800 sq. ft. 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 represents Auro Hotels’ seventh hotel in Greenville and sixth in the downtown area.
“Bringing JW Marriott to South Carolina is an important moment for our brand,” said Bruce Rohr, VP/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 around 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/CEO, 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.”
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 City of Greenville Mayor Knox White. “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.”
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.
Tags: Bruce Rohr, JW Marriott DJ Rama, Auro Hotels
