LOUISVILLE, Ky. (WDRB) -- A new luxury hotel planned for downtown Louisville could significantly expand the city’s lodging capacity as tourism officials push for more rooms to attract major conventions and events.
A 26-story JW Marriott hotel with 418 rooms is planned for the former Brown & Williamson Tower near Fourth Street Live! at the corner of Fourth Street and Liberty Street.
The project was announced this week, though developers have not disclosed the cost of the renovation.
The building was purchased in 2023 for $9 million by an Indianapolis-based developer and has struggled with tenant losses in recent years, despite earlier plans for a major redevelopment.
Concept art of the JW Marriott coming to downtown Louisville. (Source: The Ghoman Group)
Tourism and city officials said the hotel is a critical addition as downtown Louisville currently has more than 6,000 hotel rooms.
According to officials, that number falls short of what is needed to compete with peer cities.
“It’s a huge game changer,” said Doug Bennett with Louisville Tourism. “The location and its proximity to the downtown convention center and Fourth Street Live! couldn’t be better. It’s an exciting project that could really increase foot traffic in the area.”
The announcement comes amid renewed momentum downtown. Yum! Brands recently revealed plans to relocate its headquarters to five floors of the PNC Tower, a move business leaders say could spur additional investment.
“It does so many things for small business support,” said Rebecca Fleischaker, director of Louisville Downtown Partnership. “The economic impact just keeps going.”
Fleischaker said larger hotels are especially important for cities hoping to land major conventions, since event planners often prefer booking more rooms within fewer buildings.
“We still don’t have the bigger hotels that those event planners need to bring that many more people to Louisville,” she said.
Initial plans called for the former office tower to be converted into residential units, but with tourism posting another strong year, officials said additional hotel space was needed to remain competitive with cities such as Cincinnati and Indianapolis.
Bennett said the JW Marriott brand would be a strong fit for the city.
“Marriott has done such a nice job positioning that hotel and the experience it offers,” he said. “It would be a very welcome addition to Louisville.”
The hotel is expected to open in late 2027 or early 2028. For more information on the project, click here.
More business stories:
Churchill Downs teams with Hallmark for new Derby-themed movie filmed at racetrack
New jobs coming to GE Appliance Park in Louisville as it adds high-tech water filter line
Medical marijuana dispensaries open this week in Louisville and Frankfort
Mill Iron 4 to open Feb. 5 on Frankfort Avenue, blending barbecue and whole-animal butchery
Renderings for Mid City Mall development in Louisville shows grocery store, library and shops
Copyright 2026 WDRB Media. All Rights Reserved.
