Renderings show proposed luxury hotel in former Brown & Williamson Tower in downtown Louisville

LOUISVILLE, Ky. (WDRB) — New renderings show what a proposed luxury hotel in the former Brown & Williamson Tower in downtown Louisville could look like.

Indianapolis-based Ghoman Group is planning a JW Marriott hotel in the 26-story 401 S. 4th Street Tower, formerly the Brown & Williamson Tower, according to our partners at Louisville Business First.

Indianapolis developer KennMar bought 401 S. 4th Street in April 2023 for $9 million, but the tower has been losing tenants including its major anchor, Fifth Third Bank.

401 South 4th Street Tower - formerly Brown & Williamson Tower - Biz First.jpg — Indianapolis-based Ghoman Group has secured franchise approval to bring a JW Marriott hotel to the 26-story 401 S. 4th Street Tower — formerly the Brown & Williamson Tower in downtown Louisville, Ky. (Image courtesy Louisville Business First) Jan. 28, 2026

Plans for the luxury hotel near the city's central entertainment district call for 418 guest rooms, flexible meeting and event space and ballroom, according to a release on the developer's website. The hotel will also include five restaurant spaces, a rooftop bar and 954 square feet of retail space.

Plans call for a third-story, 11,700-square-foot ballroom on top of an existing surface parking lot, LBF reported, citing a filing with Louisville Metro Planning and Design. The ballroom, as well as a second-story addition, will act as a canopy above the hotel's guest drop-off area, with several parking spaces outside of the lobby.

There is also a proposed 1,400-square-foot outdoor seating area facing West Liberty Street.

Filings show the renovation is expected to cost $30 million, LBF reported. Construction is expected to begin "soon." An opening date will be some time in 2027.