The city wants to spruce things up and make the gateway to the downtown area more welcoming for visitors and the locals.
For decades 301 Bragg Boulevard became infamous as a prostitution hub. In 2006, the City of Fayetteville bought the old Days Inn property.
The chairman of H&H Homes began envisioning an investment.
"It was just a place in the city that looked horrible that needed to look nice," H&H Homes Chairman Ralph Huff said.
The new project will include a luxury, multi-million dollar townhome and condo development called Park View. Units are already selling and the ground has been broken to begin construction.
"There is $30 million worth of parks and museums across the street that, in a way, is an amenity to this site," Huff said.
The city, along with H&H Homes is hoping to get rid of the old "Fayettenam" stereotype.
"The fact that people want to build and live in downtown, you know it's proof. It's proof that this is a livable community down here," Fayetteville city manager Ted Voorhees said.
The improvements continue next month, as the city unveils the plans for a swanky transit hub.