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!

In 2008 we set out to open a fun, no-fuss breakfast joint named Cheeky's, where everything was made from scratch using locally sourced ingredients. What we didn't know was that we had started a dining revolution in Palm Springs. The immediate success of our first outlet introduced a fresh and unfamiliar vision for the culture of food, drink and hospitality for residents and visitors alike. We quickly came to realize that we weren't only in the hospitality business...we were in the business of change.

In a little over a decade, F10 Hospitality has grown to include Cheeky's, Birba, Alcazar (our 34-room boutique hotel), F10 Catering + Events, Mr. Lyons, Seymour's, High/Low, and HIGH-Pie.