After a myriad of international adventures in food and travel, restaurateur and hotelier Tara Lazar returned to her hometown of Palm Springs, CA. Fueled by an unrelenting passion for homemade breakfast and good old-fashioned hospitality, she opened Cheeky’s, which became an overnight success for its weekly changing menus and “made from scratch” ethos. This marked the beginning of the remarkable journey of F10 Creative.
Over the past decade, Tara and her team have grown F10 into the leading hospitality group in the Coachella Valley and beyond. Her latest concept High/Low opened this past spring in Oceanside, Ca. She has inspired innovative and creative hospitality practices, relying on her hands-on approach to developing every aspect of the F10 properties, from crafting the menus, cooking on the line, designing the environments, and touching tables nightly.
As a mother, cook, and entrepreneur, she understands the important role of food and hospitality in being the cornerstone of local communities.
Apart from her numerous hospitality ventures, Tara recently founded F10 Love – a charitable organization formed during the pandemic. Tara aimed to develop solutions during severe destruction and contribute to the local community where she believed she could make the most impact or serve the best. With F10 Love, she hopes to create sustainable solutions to the growing dilemmas of food insecurity within our desert. Through innovations like Frankie, our state-of-the-art food truck, she and the F10 Love team are feeding hundreds of underserved children regularly.