JW Marriott Hotel Planned for 401 S. Fourth Street Tower, Adding 418 Rooms Downtown Louisville
Project overview and location
A JW Marriott hotel is planned for the 26-story tower at 401 S. Fourth St., a downtown Louisville office building previously known as the Brown & Williamson Tower and long associated with Fifth Third Bank branding. The property sits beside the Fourth Street Live entertainment district, a central corridor for visitor activity and events.
The development group has obtained franchise approval to establish the JW Marriott brand at the site. Plans call for a full conversion of the high-rise into a luxury hotel scheduled to open in 2027, with construction expected to start soon. A renovation budget has not been publicly detailed.
What is included in the hotel plan
Current project specifications describe a 418-room hotel designed to add substantial capacity to the downtown lodging market. The plan also includes large event facilities intended to support meetings and group travel.
- 418 guest rooms and suites
- 15,056 square feet of meeting and event space
- A 6,043-square-foot ballroom
- Five restaurant spaces
- A rooftop bar
- 954 square feet of retail space
Building ownership and recent history
The tower’s most recent ownership transition dates to April 2023, when Indianapolis-based commercial real estate firm KennMar acquired the building. At the time of purchase, the company publicly outlined plans for a major office-focused upgrade, including redesigned lobby and tenant amenities. Subsequent leasing information has indicated significant availability within the building, reflecting broader challenges faced by many downtown office properties.
Why the room count matters
With 418 rooms, the proposed JW Marriott would rank among the largest hotels in the greater Louisville market if built as outlined. The project also represents a notable example of adaptive reuse: converting a high-rise office building into hospitality space in the city’s core business district.
What happens next
Key details remain unresolved, including the total renovation cost, construction phasing, and how restaurant and retail spaces will be leased. The anticipated 2027 opening places the project on a multi-year timeline, during which permitting, interior demolition, and structural and mechanical retrofits typical of high-rise conversions are expected to shape the schedule.
Planned features include 418 rooms, a ballroom and meeting space, multiple restaurants, a rooftop bar, and ground-level retail within the 401 S. Fourth St. tower.