Mires Makes "Terranea" a New Name for a Multi-Million Dollar Project

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. October 14, 2008

SAN DIEGO, CA, November 14, 2005. Mires, San Diego's largest brand design firm, has completed the naming and identity development of Terranea Resort, Lowe Destination Development's newest resort and real estate project in Palos Verdes, California. The $320 million undertaking includes a 400 room resort hotel, 82 for-sale resort homes and a host of luxury resort amenities.

"We chose Mires because of their reputation as a highly strategic firm that could translate the stunning oceanfront location and unique characteristics of the project into an identity that embodies the brand and will provide maximum recognition in the long term," said Michael Hardisty, senior vice president for Lowe Destination Development. "I think we've accomplished our goal." Relying on extensive research, a propriety naming process, and 20 years of experience, Mires named the property "Terranea."

"Long known by its working name, 'the Resort at Long Point,' the change to Terranea supports the perception of a luxury class resort destination, suggests the resort's coastal setting and Spanish architectural influence, and invokes the romantic qualities of the Mediterranean," said Mires principal, John Ball. We look for a good 'mental fit' in a name-one that resonates with its community, rolls off the tongue, and of course, is distinctive. Terranea met these criteria. We expect the Terranea name to become as recognized as 'Aviara' in Carlsbad, for instance, or the 'Hotel Del' in Coronado."

"Terranea" combines "terra," the Latin word for earth, with 'nea,' from mediterranea. It has the rich, romantic quality we were after," said Ball. "Owning such a 'feel good' name can bring immense value to the

project."

Terranea's logo, waves breaking against sea cliffs, further embellishes the unique location and provides the visual representation of the resort's new identity. Sale of resort homes is underway with the resort hotel scheduled to open in

early 2008.

Expectations for Terranea are high at Mires, a firm that has earned a reputation for successful branding work for consumer, retail, technology and hospitality clients that include Rancho La Puerta and Las Vegas Convention and Visitors Authority.