10 years ago, Tara Lazar returned home. After playing tennis at UC Berkeley, working in finance in San Francisco, and living abroad in Costa Rica (among myriad adventures), Tara along with her husband Marco embarked on her biggest adventure yet: coming home to Palm Springs.


F10 is an eclectic, creative and “cheeky” tribe of hospitality kinfolk who have made Palm Springs our home. Our concepts include; CHEEKY’S, BIRBA, MR. LYONS, SEYMOUR’S, F10 CATERING + ALCAZAR PALMS SPRINGS. We’ve traveled the globe and landed in the desert to create the food + drink + hospitality + culture of our dreams.


Alcazar Palm Springs is a serene and peaceful oasis right in the center of the cultural epicenter known as the uptown design district! This lush and relaxing 34- room boutique hotel is warm, modern & sleek, featuring Imported Italian linens, flat screen TV’s, fireplaces, poolside and private patios, salt water purified pool, cooling misters, Jacuzzi and a beautiful garden courtyard to lounge with your favorite book and glass of wine.


Sleep in with us and luxuriate in imported Italian linens, watch TV, swim and soak up the sun, take in the mountain views and sit with a warm fire at night. Don’t forget your furry friend, sometimes they need a vacation too!


Did we mention that Cheeky’s and Birba are right next door, so we’ve got you covered for delicious meals, cocktails, and entertainment!


For more information on all F10CREATIVE concepts visit us at: