A conference center in downtown Greenville may soon become a reality as the anchor of a mixed-use development next to Falls Park, backed by a half-billion dollars in public and private investment.
The city of Greenville has unveiled plans to transform roughly six acres of land along Falls Street and East Camperdown Way into the Falls Park Conference District. The area is bordered to the north by Vivian Street and to the east by Church Street.
Greenville City Council authorized the execution of four purchase-and-sale agreements to secure multiple parcels of land, valued at approximately $26 million, for the proposed development on March 9. The properties are currently owned by Timberland Holding Company LLC, United Community Bank, Design Development LLC, and Thryothorus Ludovicianus LLC.
The Falls Park Conference District would feature a hotel and conference center designed for business meetings and mid-sized conferences. Greenville Mayor Knox White said the city currently lacks a facility of sufficient size to support those types of events.
“Over the past three years, VisitGreenvilleSC estimates the region has lost nearly 70,000 hotel room nights tied directly to meetings and events that Greenville could not accommodate,” White said. “This project is designed to close these gaps and keep the economic activity in Greenville.”
The downtown conference center would be surrounded by new Class A office space, multi-family residential units and retail within the proposed district. The city also plans to build a 1,420-space parking garage and expand Falls Park as part of the project.
Surface-level parking lots currently occupy a majority of the property targeted for the development. Greenville City Manager Shannon Lavrin said the project delivers on the priorities of the GVL2040 Comprehensive Plan by developing underutilized land in the city’s urban core.
“We’re enhancing connectivity between Falls Park, Main Street and the surrounding areas to create a vibrant live-work-play ecosystem in a single, accessible location,” Lavrin said. “This development reinforces downtown Greenville’s role as the center for business, recreation, and community life.”
Partnerships and impact
More than $500 million in public and private investment would be used to create the proposed Falls Park Conference District. According to the city, the majority of the project would be privately funded. White said the private sector has stepped up to a greater level than in earlier proposals for a downtown conference center.
The city plans to invest an estimated $135 million in the project’s public infrastructure, such as the conference center and parking garage. Visitor-supported revenue sources would be used by the city, including local and state accommodations tax funding and parking revenue.
Approximately $19 million was previously allocated for a conference center project by the South Carolina General Assembly. White said plans for the development do not rely on or expect involvement from Greenville County, but the city would welcome its participation.
Building a conference center is expected to have a widespread economic impact in Greenville by bringing more events and visitors to downtown. Heath Dillard, president and CEO of VisitGreenvilleSC, said feasibility studies estimate a downtown conference center would annually generate:
- More than 100 new events
- Approximately 40,000 additional hotel room nights
- $22 million in new visitor spending
- $35 million in incremental economic impact.
“This conference center is not just a win for the tourism industry,” Dillard said. “It’s a win for all those businesses looking to attract talent in the future, and it’s a win for this community to attract future business relocation and expansion.”
Planning and construction
The Furman Co. has been chosen as the preferred master developer for the Falls Park Conference District. Steve Navarro, president and CEO of The Furman Co., said in a statement that the company was honored to be selected for a project of this scale and significance.
The city released a request for information in February 2025 to seek new ideas from experienced developers for a downtown conference center. The Furman Co. was one of three firms that submitted proposals.
“Greenville is our home, and this opportunity reflects years of trust, collaboration and shared vision,” Navarro said in a statement. “We are excited to work alongside the city to help shape the next chapter of downtown Greenville in a way that strengthens the community and serves future generations.”
Greenville City Council’s approval of the four purchase-and-sale agreements officially moves the project into its next phase. Lavrin said the design process for the Falls Park Conference District is expected to take about a year to complete.
Construction could begin in early 2027, starting with the new public parking garage. The project is estimated to be completed in 2029.
