Hotels & Hospitality Development News in Central Florida

Proposed Parramore tower seeking a deal for Marriott flag

The proposed mixed-use tower would be build across from the Orlando Magic's AdventHealth Training Center, which is under construction.

Orlando developer Timothy Green said he has signed on as co-developer of the planned $85 million DXV Central tower project in Parramore and has a deal in place with Marriott for an Element by Westin flag.

Green, founder of Parramore City Towers LLC, recently met with Orlando city planners to discuss amending the master plan for the tower to allow for the extended-stay hotel.


“We are proceeding with the hotel,” he said. “We’ve been approved for the brand.”

Baco Raton-based Deerfield Investments was previously approved for the 15-story tower at the northwest corner of Division Avenue and W. Central Boulevard, directly across from the new Orlando Magic’s AdventHealth Training Center and next to the federal courthouse. The original development plan called for two levels of office space with outdoor terraces topped by seven stories of residential apartments and amenities.


Deerfield owner David Hirschfeld told GrowthSpotter last year the project stalled when financing dried up for new office construction because of COVID, and he wanted to apply for a PD amendment to swap out the office space for a hotel. Green said they intend to submit the PD amendment within a few weeks.

The revised conceptual plan maintains the ground-floor plan Hirschfeld devised, which includes six retail spaces along with a hotel lobby and back-of-house uses.

“The goal is to create something for the community,” Green said. “We will create jobs for Parramore, and all the retail will be reserved for the community.”

Green submitted a proposed floorplate for the 150-key hotel allocating 50 rooms per floor. The plan utilizes Element Hotels brand standards, which means all standard rooms and studios include a full kitchen and workspace. The building design incorporates the hotel’s unique “studio commons” concept on each floor, where four guest rooms are connected to a shared living space with a full kitchen and dining area.

The brand’s signature amenities include a complimentary breakfast and evening reception. All Element hotels are equipped with 24/7 Motion Fitness centers, saline pools and a “Bikes to Borrow” program.

This conceptual elevation shows the development program for the proposed 18-story tower.

The conceptual plan raises the building height to 18 floors. The parking deck would occupy seven floors, the hotel rooms would be located on floors 9, 10 and 11. The upper floors would be residential, and a pool would be located on the roof.

The original plan called for mostly studio and 1-bedroom apartments, but the team is now considering residential condominiums instead. That would reduce the total number of dwelling units from 189 to 145.

The concept creates 72 one-bedroom units, six studios, 18 two-bedroom units and 21 three-bedroom units. The larger units would all be located on the top three floors along the perimeter of the building.


“We did an exercise with condos, but we haven’t committed to it,” Green said. He added that he and Hirshfeld are still committed to making a large percentage of the units affordable.

The building height is still an issue. During the initial PD approval, Hirschfeld requested approval for 17 stories but agreed to reduce the height to 15 stories, at the request of Commissioner Regina Hill. Green said Deerfield still has the DXV site under contract, but they’ve got a contingency plan in place if they can’t get a waiver for the additional three floors.

“We’re doing site assessments,” Green said. “We do have a second site in Parramore if we can’t fit the entire program on this site. We will be resubmitting the concept. We’ll know if the height is going to work in the next two weeks.”

Green has invested in the neighborhood. He owns the 534 Scratch Kitchen and the Night Shade Lounge cigar bar. He also plans to open a jazz club called Gatsby’s on Church Street, but efforts earlier this year to convert a warehouse property at 777 W. Central Blvd. into a mixed-use project with a gym and food hall fizzled.

Have a tip about Central Florida development? Contact me at or (407) 420-6261, or tweet me at @byLauraKinsler. Follow GrowthSpotter on FacebookTwitter and LinkedIn.