About Us...

Foundation Ten Hospitality (aka F10) is an eclectic, creative, and "cheeky" tribe of hospitality kinfolk. Our name "F10" comes from adding the 6 + 2 + 2 of our address at 622 North Palm Canyon Drive, the foundation for where it all started. You could say 10 is our lucky number!

Serious Work. Spirited Fun.

We create kick-ass hospitality. Our foundation is built on fun, unpretentious farm-to-table integrity, a "made-from-scratch" obsession. We are powered by a team that is as diverse and adventurous as it is talented and kind.

We specialize in "the cheeky wink"—a unique brand of luxury that is high-end but never stuffy, sophisticated but always playful. We are rooted in the belief that great food and honest hospitality are the ultimate connectors, whether served on fine china or a popsicle stick.

18 years and going strong, F10 Hospitality has grown to include Cheeky's, Birba PSP, Birba CBZ, Alcazar (our 34-room boutique hotel), F10 Catering + Events, Mr. Lyons, Seymour's, High-Pie, Tack Room Tavern Indio, and Bird.

Follow Tara Here

TARA LAZAR

Founder / Mother / Desert Native

Tara Lazar doesn't just build restaurants; she curates experiences that define the desert's modern identity. After a myriad of international adventures in food and travel, Tara returned to her hometown of Palm Springs with a singular, unrelenting passion for honest hospitality and the perfect homemade breakfast. In 2008, she opened Cheeky's, a "made from scratch" revolution that became an overnight sensation and earned a prestigious nod from the Michelin Guide. This was the spark that ignited F10 Hospitality.

Over the last two decades, Tara has transformed the Coachella Valley into her personal culinary playground. Her portfolio is a masterclass in diverse luxury: from the al fresco allure of Birba (now expanded to Cabazon) and the opulent, velvet-lined legacy of Mr. Lyons Steakhouse, to the secretive, moody depths of Seymour's and the historic, polo-soaked grit of the Tack Room Tavern. She is also the force behind High-Pie—a nostalgic, golden-crusted nod to the perfect hand pie—proving that whether she's serving prime cuts or comfort food, the standard remains "obsessively homemade." Her reach extends into the serene 34-room Alcazar boutique hotel and the highly anticipated Bird (Summer 2026).

Tara views hospitality as the cornerstone of community. Her approach reminds us that luxury is best enjoyed without pretense. She continues to lead the Coachella Valley's hospitality scene with an eye on the next milestone, always ensuring that every F10 destination feels like a home away from home—just with better cocktails, much better lighting, and music.

F10 Love is a nonprofit organization that was forged during the Covid-19 pandemic by Founder Tara Lazar, to address rampant food insecurity and serve families in need throughout the Coachella Valley and beyond.

Its mission is rooted in the belief that healthy food should be accessible to everyone, regardless of socio-economic status and location, and that it can be offered in a way that fosters dignity and empowerment, while being delivered to people quickly!

Frankie, our food truck, was built and hand painted from the ground up, and is the first of many automated food trucks slated to be built. F10 Love also teaches Kids Cooking Classes and supports community events and like-minded organizations throughout SoCal, centering around food insecurity and education.

Follow Frankie Here