A name change has been announced by Fifth Ave. Partners Llc., owners and developers of The Setai San Diego, due to open this Friday. The hotel has been renamed the 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 chose the Chinese word Sè to represent the property— a word that can mean color, look, quality; expression, sensuality and physical attraction— and one that feels expresses the qualities of the hotel. Fifth Ave. Partners Llc. are currently in advanced planning stages for additional Sè hotels in the Western U.S. and internationally.