About Us...
We Are F10...
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.