SBE Names Erin Shaffer Director Marketing

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. April 28, 2010

April 27, 2010 - SBE, a leading hospitality, real estate and the definitive luxury lifestyle Company, today named Erin Shaffer as Director of Marketing. With over a decade of experience at the highest levels of global hospitality marketing, Ms. Shaffer will lead the development, integration and execution of SBE marketing and communications activities across the Company's collection of hotel, restaurant and nightlife properties, and the events division.

“Erin represents a major marketing talent in the hospitality space and we're very pleased to have her join the team,” said Sam Nazarion, SBE's Founder & CEO. “Combining SBE's powerful brand relevance and unrivaled collection of properties with Erin's expertise and vision will only further our current momentum.”

“With a fully-integrated luxury collection of hotel, restaurant and nightlife properties, SBE's hospitality offering is unrivaled,” added Erin Shaffer, SBE's Director of Marketing. “What SBE has created is nothing short of outstanding and it's an honor to be a part of what's sure to be a successful future.”

Prior to her new position, Ms. Shaffer worked as the Director of Public Relations for Crocmedia, overseeing global communication strategies for the Australian based media firm. Leading up to her time with Crocmedia, Ms. Shaffer was the Senior Director of Communications and Partnerships for Hilton Hotels Luxury and Lifestyle Brands as well as the Senior Manager of W Hotels and St. Regis Hotels of Starwood Hotels and Resorts.

In her new position at SBE, Ms. Shaffer will take immediate responsibility for developing and implementing overall marketing strategies across all SBE divisions, while supporting the company's strategic expansion into the global markets.

ABOUT SBE
Founded in 2002, Los Angeles-based SBE brings exquisite balance to the worlds of hospitality, real estate development and events. As a privately held company founded and helmed by CEO Sam Nazarian, SBE acquires, develops and manages exceptional projects through its divisions - Hotels, Restaurants, Nightlife, Real Estate & Events. With a mission to redefine standards of excellence and innovation, SBE has harnessed the creativity and innovation of the best minds in the business, including design visionary Philippe Starck, with whom the company has an exclusive agreement for the creation of hotels, restaurants and lounges in the U.S., Canada, Caribbean and Mexico. SBE's Restaurant and Nightlife division constantly stays ahead of the curve, creating and expanding trend-setting restaurant and nightlife concepts, which currently include 4 Katsuya locations (Hollywood, Brentwood, LA LIVE, Glendale), XIV by Michael Mina, The Bazaar by Jose Andres, Gladstone's, MI-6, 3 Hyde Lounge locations (Hollywood, Staples Center, Mammoth Mountain), The Abbey Food & Bar, INDUSTRY and THE COLONY. As the cornerstone of its synergistic approach, SBE has also completely rethought and re-imagined the luxury hotel experience. SBE debuted its luxury hotel brand, SLS Hotels, with the Fall 2008 opening of SLS Hotel at Beverly Hills, a Starwood Luxury Collection Hotel which has won international acclaim and numerous awards. Also in the SBE Hotel collection are Miami's Ritz Plaza Hotel, Las Vegas' Sahara Hotel & Casino, which will both undergo redevelopment and Four Points by Sheraton LAX. More information about SBE can be obtained at www.sbe.com.