Master developer of the Falls Park Conference District, The Furman Co., announced commitments from Auro Hotels, United Community and global real estate investment manager, Hines, to deliver key pieces of the Greenville, South Carolina project's mixed-use vision.
“This project is deeply personal to us,” said Steve Navarro, president and CEO of The Furman Co. “Greenville is our home, and we are approaching this opportunity with a responsibility to get this right.”
Located in the heart of downtown, the Falls Park Conference District will be anchored by a hotel-led conference center, which will include a flagship, luxury hotel, multi-family residential, Class A office space, structured parking and expanded access to Falls Park.
During its formal meeting on March 9, Greenville City Council authorized City Manager Shannon Lavrin to proceed with a six-acre land purchase using bonds on accommodations taxes and parking revenue.
“Activating this underutilized land near Falls Park, while strengthening downtown connectivity supports long-term economic vitality,” Lavrin said. “This site directly addresses priorities outlined in the City’s GVL2040 Comprehensive Plan, which emphasizes walkable urban development and responsible growth.
“We conceived a vision to not only meet the City’s objectives in seeking a conference center site, but also to create a dynamic 24/7 district that embodies the best of smart development, with a focus on compact, walkable areas that integrate multiple uses. We are excited and humbled that the City shared our vision and selected us to lead the development,” Navarro added.
Greenville-based Auro Hotels has committed to redeveloping the historic Bowater building and adjacent parking garage as part of the broader Falls Park campus.
Auro will also add a hotel tower on the new conference district site, with direct connectivity to the conference center. The property will be transformed into a flagship luxury hotel, representing the company’s single, largest investment in its hometown.
“For nearly five decades, Greenville has been home for our family and our company, so being entrusted with a project of this significance is both humbling and very meaningful to us,” said DJ Rama, president and CEO of Auro Hotels. “The Bowater building sits at one of the most iconic locations in the City, and our goal is to create a destination that honors that setting while contributing to Greenville’s continued growth.”
United Community, the largest bank headquartered in South Carolina, has committed to expanding into office space on the Falls Park Conference District development as another local partner, reinforcing the project’s strong, regional foundation and commitment to community-focused growth.
“This initiative strengthens the community we call home and creates a more connected, energized environment for our team,” said Lynn Harton, chairman and CEO of United Community. “We believe the Falls Park Conference District will transform our downtown and create even more opportunities that support United’s long-term growth. And we’re excited to be part of it.”
Hines, a global real estate investment manager with more than 65 years of experience, will lead the residential component of the Falls Park project.
As part of the development, Hines will deliver a multi-story building with approximately 250 multi-family units integrated into the broader mixed-use campus.
The residential component is designed to complement the conference center by activating the site year-round, supporting downtown businesses and reinforcing a true live-work-play environment.
“Greenville has been intentional about its growth, design and community for decades, and that alignment is what drew Hines to this project,” said Paul Zarian, managing director at Hines. “The Falls Park Conference Center reflects the kind of thoughtful, integrated development that will strengthen the city for the long term, and we look forward to delivering new housing to the community.”
The Falls Park Conference District will include a hidden, fully-integrated parking garage, designed to significantly increase downtown parking capacity while minimizing visual impact.
The shared parking approach supports office workers during business hours, and conference, hotel and park visitors on evenings and weekends. The project will also expand public green space and extend Falls Park.
“This redevelopment will emphasize thoughtful design that complements downtown’s beloved riverfront environment, enhancing the pedestrian experience along the Reedy River and integrating seamlessly into the surrounding conference district,” said Mayor Knox White.
Officials said additional details will be shared as the project continues through the design and planning process.
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