Hotels & Hospitality Development News in Central Florida

Owner of a self-storage development site near Ruby Lake wants to build a hotel instead

The owner of self-storage development site in Orlando’s tourism corridor is shifting gears and opting to build a hotel instead.

According to a Change Determination Review application recently filed in Orange County, an affiliate of South Carolina-based Auro Hotels wants to revise a development plan formerly approved entitlements for roughly 100,000 square feet of self storage so it may develop a 162-room hotel.


Through affiliate TD Orlando LBV LLC, the company paid $2.9 million for the 2.75-acre property last year. The site sits north of Marbella Palms Court along Palm Parkway, between a Hilton Garden Inn and the site of Epoch Residentials 250-unit Veere Apartments, under construction at 10000 Palma Linda Way.

TD Orlando LBV is linked to TD Self Storage, which was created in 2017 by local hotel group, JHM Hotels. Later that year, the company spun off into four separate hotel companies — Auro Hotels, Siddhi Hotel Group, Sima Hotels and Sarona Holdings.


Prior to purchasing the property, TD Self Storage filed a Development Plan with Orange County for a 102,804-square-foot, 830-unit self-storage facility on the site. The developer also sought to add about 15,500 square feet of commercial space that included a mix of office and retail uses.

Simply Self Storage came close to buying the land prior to TD Self Storage, but that buyer backed out.

VHB is the land planner for the hotel project. It submitted the application on behalf of Auro Hotels. A representative from the company was not immediately available to comment on plans.

JHM Hotels was founded by members of the Rama family in 1973. Today, Auro Hotels owns and operates 30 hotels located in the United States and India.

In Central Florida, the group controls a portfolio of hotels that are performing under Marriott and Hilton franchise flags. Just south of where it’s proposing the hotel by Ruby Lake, the company owns the Delta Hotels by Marriott Orlando Lake Buena Vista.

That stretch of the tourism corridor, near the Disney parks, has drawn multiple new developments in the past two years. For one, AdventHealth is proposing to build an emergency building just north of Pulte Homes’ Overlook at Ruby Lake development by the Daryl Carter and Palm parkway intersection.

The Altman Companies recently submitted plans to develop a new 567-unit apartment complex at 10055 Almondwood Circle, near the 70-acre Vineland Pointe shopping plaza currently underway.

The future construction of an I-4 interchange by the Florida Department of Transportation (FDOT), and the 1.6-mile extension of Daryl Carter Parkway that will stretch from Palm Parkway to S. Apopka-Vineland Road is also helping draw development.


Earlier in the summer GrowthSpotter reported plans by Auro Hotels to subdivide a 7.21-acre plot of land in the I-Drive corridor into four commercial lots with plans in place for three new hotels and a parking garage.

In the past, the company pursued developing a “glamping” project on Lake Bryan Beach Boulevard directly east of Diamond Resorts’ Grand Beach timeshare property, but later dropped those plans.

Had it gone forward the development would have been Orlando’s first luxury “glamping” resort in the vicinity of Walt Disney World.

Have a tip about Central Florida development? Contact me at or (407) 420-5427, or tweet me at @amanda_rabines. Follow GrowthSpotter on Facebook, Twitter and LinkedIn.