Tara Lazar

Founder and creator of F10 Creative, restaurateur and hotelier.

Opening the über-popular Palm Springs brunch spot in 2008 led chef and entrepreneur Tara Lazar toward building one of the desert’s leading hospitality groups, F10 Creative. The Coachella Valley native, along with her team, brings an innovative and localized direction to each of her ventures, which include a speakeasy, a hotel, a tiki lounge, a catering and events company, and four restaurants (one of which is in Oceanside). She credits her success to good old-fashioned hospitality and her hands-on approach. From crafting the menus and cooking on the line to designing the spaces – that and the “made from scratch” ethos that started it all with Cheeky’s.