LaPour Partners has unveiled a project to convert a 19-storey office tower at the Arizona Center complex, in the heart of Downtown Phoenix, into a 340-room JW Marriott. Led alongside owner Reliance Management and its principal Daryl Burton, the redevelopment aims to meet growing demand for luxury hospitality in one of the most dynamic urban markets in the United States. Opening is scheduled for 2029, with an estimated investment of €173 million.
An Office Tower Repositioned at the Heart of Arizona Center
LaPour Partners, a Las Vegas-based developer, plans to convert one of the office buildings at Arizona Center, a mixed-use complex located at the corner of 3rd and Van Buren streets in the heart of Downtown Phoenix. The targeted tower, which comprises approximately 32,665 sq m of office space, is set to become a 340-room JW Marriott.
The project includes a ground-level outdoor pool overlooking approximately 0.6 hectares of landscaped grounds, including a grotto-style pool feature, facing the recently opened Cleaverman restaurant by Pretty Decent Concepts. Rather than building a new property, LaPour Partners has chosen to reposition an institutional-quality office asset for hospitality use. The move fits within a broader trend of converting vacant office assets into hotels, a dynamic that La Tribune de l’Hôtellerie has recently documented across the US and European markets.
Architecture Built for Upscale Hospitality
The building offers characteristics that are rare for a conversion project: ceiling heights of approximately 3.96 metres, expansive windows offering panoramic views of the city and surrounding mountains, and generous floor plates enabling rooms averaging more than 46 sq m, well beyond typical urban hospitality standards.
The future JW Marriott will feature approximately 1,394 sq m of meeting and event space spread across the 18th and 19th floors, with unobstructed views of the Phoenix skyline, alongside outdoor event spaces. The property will also offer signature dining concepts, a resort-style pool, a spa, a fitness centre and a Club Lounge.
A Market Driven by Downtown Phoenix’s Momentum
Located less than half a block from the Phoenix Convention Center, the project benefits from proximity to a venue that generated more than 351,000 hotel room nights and approximately €392 million in direct visitor spending in 2025. A 22,297 sq m expansion of the convention centre is also under consideration and is expected to further boost visitor numbers.
Downtown Phoenix is also underpinned by several structural demand drivers: Arizona State University’s Downtown Phoenix campus, the Phoenix Biomedical Campus, more than 450 technology companies, ASU’s new medical school, and sporting events at Chase Field (MLB) and Footprint Center (NBA), which together draw several million visitors each year.
Financing, Timeline and Project Governance
Reliance Management, led by investor Daryl Burton, acquired the Arizona Center site in 2023 for approximately €23.3 million. The cost of the JW Marriott conversion is currently estimated at €173 million. The project is presently in the design and pre-development phase; interior demolition and construction are expected to begin in 2027, with opening targeted for 2029. LJC is serving as architect of record, while Lonney and Associates is handling interior design.
Shared Vision Between Developer and Owner
On the owner’s side, the decision to change the building’s use grew out of a conviction shared with the developer. “I didn’t see a future for an office building in that location, so I wanted to change its use. Jeff LaPour, for his part, wanted to develop a hotel, and he’s someone I deeply respect in this market,” said Daryl Burton, speaking to local press.
The project also aligns with the global momentum of the JW Marriott brand, which recorded 27 new signings in 2025, according to Marriott International’s annual growth report. The future Downtown Phoenix property will strengthen the brand’s presence in Arizona, alongside its other existing locations in the region.
At a Glance by The Hospitality Tribune
LaPour Partners to convert a vacant 19-storey Downtown Phoenix office tower into a 340-key JW Marriott.
Location: Arizona Center, 3rd & Van Buren streets, Downtown Phoenix, Arizona
Scope: adaptive reuse of a ~32,665 sq m office tower into a 340-room luxury hotel
Amenities: resort-style pool, ~1,394 sq m of meeting/ballroom space, spa, Club Lounge
Investment: estimated at €173 million
Owner: Reliance Management (Daryl Burton), which acquired the site in 2023 for €23.3 million
Timeline: construction expected to start in 2027, opening targeted for 2029
