About
Founder and creator of F10 Creative, Tara Lazar is a seasoned restaurateur and hotelier.
Returning home to Palm Springs from many international shenanigans, Tara wanted to create a no-fuss, casual breakfast joint with real, homemade breakfast that she remembered from her childhood. In 2008, Cheekys opened its doors focusing on breakfast classics with food from local farms and a whimsical menu that still changes weekly. Somewhat by accident, it became the hippest spot to toast spicy bloody marys after a morning desert hike.
Next on Tara’s list was Birba in 2011, an al fresco Italian restaurant crafting up handmade pastas and pizzas made with respect to her Italian cooking training. Dishes are seasonally inspired by local farm offerings with classic authentic Italian preparations. The gorgeous star lit patio serves as the quintessential Palm Springs experience which regularly transforms into a buzzing scene showcasing live music by local artists.
Alongside the opening of Birba, Alcazar (2011) made its debut on the Uptown design district strip. Alcazar is a serene and peaceful oasis hotel located in the heart of Palm Springs. With 34 rooms comprised of 8 unique room types, this luxuriously private property is nestled just behind Birba and Cheeky’s making it easier than ever for guests to mosey on over to grab a bite, no matter the time of day. Tara wanted Alcazar to be the perfect retreat for the modern traveler seeking solitude or adventure. Enjoy the insanely meditative views of the gorgeous San Jacinto Mountains while you take a float in the sexy saltwater pool. So many relaxing activities await your arrival…
Tara loves a good party, and this passion led to the creation of F10 Catering in 2012. This fresh and inventive catering operation provides custom crafted menus and experiences that has no cap on our guest’s visions. It has become the go-to events and catering company in the Coachella Valley for all special events – from car launches, photo shoots, weddings and all of our fabulous music festivals. These chic and stylish events match Tara’s California lifestyle while upholding her commitment to sustainability and small farm food.
Dreaming of a perfect steak amidst posh old Hollywood decadence? This was the flashback fantasy that Tara had in mind when 9000-square-foot Mr Lyon’s Steakhouse joined the F10 family in 2015. Its glamorous design elements take you back to the Rat Pack era when a proper fine dining experience along with impeccable hospitality was de rigueur. Subtlety showcasing a fabulous vegetable line-up, Tara wanted the menu to be a vegetarian’s steakhouse where you don’t need to eat meat to have a decadent meal.
Concurrently in 2015, Tara’s proven expertise in developing and curating successful restaurants was sought after by the Proper Hotel Group at the historic Avalon hotel (formerly known as the Viceroy) to reopen, rebrand and operate all Food and Beverage operations. Aligning with the hotel’s poolside elegance, she opened Chi Chi which cleverly curated delicious California/Latin menu classics while keeping one healthful and bikini ready.
In homage to her father, Tara joined forces with her bestie and barman extraordinaire, Steen Bojsen-Moller to create the a perfect jewelbox of a bar: Seymour’s (2016). Hidden behind a dark curtain, Seymour’s boasts a bohemian traveler’s vibe with relics of Seymour himself throughout the interior. Exquisitely procured liquors line the handsome marble and mirrored bar, while the bartenders shake classic bygone cocktails.
In 2018 Tara diversified her empire even further with the purchase of beloved gay nightclub and bar, Toucan’s. Established nearly two decades ago, Toucans hosts the city’s longest continuously running drag show, Tommi Rose & The Playgirls, as well as crowd favorites from RuPaul’s drag race.
By 2021 Tara brought the F10 party down to the beach in Oceanside with her newest baby, High/Low. Located in the lobby of the JDV’s Mission Pacific Hotel, this indoor/outdoor restaurant provides a menu that focuses on the scratch made cooking of breakfast classics and updated brunch and lunch favorites. High/Low is one of the only oceanfront patios found in San Diego giving you the perfect surf watching patio to sip delicious cocktails, enjoy live music and watch that classic golden California sunset.
Tara and her over 250 person 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.
See me at:
Grand Tasting
