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Setai San Diego Changes Name to Sè San Diego

Where: 1047 5th Avenue [map], San Diego, CA, United States, 92101

Some breaking news: The Setai San Diego has changed its name to Sè San Diego to avoid any confusion with The Setai Miami which is currently owned by the epic FAIL bank, Lehman Brothers. Straight from the official press release:

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.

Now it's totally official: The Setai Miami remains the only Setai hotel around. And we're liking the name Sè, especially since it fits in with the hotel's Zen Chic style and feel. Perhaps the hotel should have just done this from the beginning to avoid all the confusion?

Lastly, a new update on the hotel's opening status: A rep for the hotel says the hotel is indeed soft-opened right now but no new reservations are being accepted until Friday.