MEET OUR FOUNDER

TARA LAZAR

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. She has inspired innovative and creative hospitality practices, relying on her hands-on approach to the development of every aspect of the F10 properties  from crafting the menus, cooking on the line, designing the environments and touching tables nightly.

Tara’s love for Palm Springs is displayed in her generous contributions to the community:  cooking programs for children, showcasing local artists through cultural programming at her properties and her support of community organizations and charities. As a mother, a leader, and an entrepreneur, she values the important role that food and hospitality have in fulfilling the potential communities.

TARA LAZAR

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. She has inspired innovative and creative hospitality practices, relying on her hands-on approach to the development of every aspect of the F10 properties  from crafting the menus, cooking on the line, designing the environments and touching tables nightly.

Tara’s love for Palm Springs is displayed in her generous contributions to the community:  cooking programs for children, showcasing local artists through cultural programming at her properties and her support of community organizations and charities. As a mother, a leader, and an entrepreneur, she values the important role that food and hospitality have in fulfilling the potential communities.