SAN DIEGO | Today, Fifth Ave. Partners Llc., owners and developers of the hotel, Setai San Diego, are proud to announce that beginning Monday, Dec. 22, 2008 the property currently named Setai San Diego will be renamed Sè San Diego.

The Setai Miami is currently owned by Lehman Brothers. Due to the uncertainty of this ownership, Fifth Ave. Partners Llc. determined that a new hotel name and brand would be best for its development.

The developers believe the meaning of the Chinese word Sè – colour, look, quality; expression, sensuality and physical attraction - better represents the level of design, art and experience that will be unique to the San Diego property and long-term vision of the company.

The creation of the Sè hotel brand also supports the owner’s desire to have complete freedom to independently create and manage their investments. Fifth Ave. Partners Llc. are currently in advanced planning stages for additional Sè hotels in the Western US and internationally.

For more information, please contact: Maya Ben-Yehuda or Indra Gardiner at Bailey Gardiner, 619-295-8232.