Extension vs. Expansion - Behind the Scenes with Tara Lazar and American Express Business Class: The Series
American Express Business Class has launched a new series of interviews that take you across markets and industries for real-life lessons from real-life entrepreneurs discussing topics ranging from budgeting to strategy, leadership, and growth. Their latest episode on Growth: Extension vs. Expansion featured Tom Colicchio, founder of Crafted Hospitality, and our own Tara Lazar, restauranteur and founder of F10 Creative.
photography by Sarah Dickenson
Tara has grown her hospitality business from the ground up. Starting with the overnight success of Cheeky’s, a brunch restaurant with a made from scratch ethos that has become known as a Palm Springs hot spot! Over the past decade, Tara and her team have grown F10 into the leading hospitality group in the Coachella Valley. Her latest venture, High/Low, takes us outside of Palm Springs to the coastal town of Oceanside, CA offering beachside brunch made from local farms and a seasonal produce-driven menu that will knock your sandals off. Tara 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.
We sat down with Tara to get the scoop on her experience working on set with American Express to create the 5th episode in their Business: The Series, discussing different ways to grow your business and how to determine, if and when you’re ready to grow. Check out the full video below!
F10 - We heard a rumor that you shy away from doing most media, why did you pick the American Express Business Class: The Series to participate in?
TL - I enjoy getting to share the business side of the restaurants. You can see and taste our food for yourself, but the behind-the-scenes decision-making is very complex and not often discussed.
F10 - How did it feel having a video production crew follow you around for footage and interviews?
TL - Having a crew follow me around all day gave me a reality check of how busy a day gets when you need to be at different places all day long. It’s obviously easy to jump in a car and just go but when you have 15+ people in tow, it’s kind of “sobering” how you must slow it down. I compartmentalize well, so it was fun to watch Joshua (the director) and the producers adjust for different scenes.
F10 - What was the highlight of the experience for you?
TL - Joshua asked incredibly challenging and random questions that I had never considered. One that stopped me in my tracks and that I keep playing in my head was, “How would you like your team to think of you?” I answered: Fun. I still love that answer because I think we underestimate how important “fun“ is in life, but if I were to get one more chance to answer again it would be fun and grounded.
F10 - Who / what are some of your biggest inspirations?
TL - I envy creativity, but my inspirations have become people who run companies with great cultures. Bob Chapman from Barry Weiheimer, Simon Sinek, Erik Oberholtzer from Tender Greens, Tina Chang from Syslogic. Seeing leaders be d*cks whether they’re a man or a woman is such a turn-off - so I get really inspired to see people who invest in the dignity of their team.
F10 - What was your most difficult challenge throughout your journey in the hospitality industry so far and what have you learned from it?
“Focus on making your business a great place to come to work. Build a community within your enterprise so that you take care of one another and take the time to appreciate and celebrate successes. We take on this role as a leader and we have the responsibility to inspire motivated people. If you do that, the rest will fall into place.”
TL - Covid derailed us financially but also shook us culturally. I didn’t anticipate the latter. I didn’t foresee the fear that we all would have to roller coaster through, and I didn’t have answers. We know that when our team doesn’t feel safe, we crumble, so it has been hard to keep stability and confidence when you are working front lines like this. Remember the restaurant world had to get feet away from unmasked guests all day long. I so admire the bravery and loyalty of our f10 family to continue working and not quit like so many millions of people did.
F10 - What was your biggest takeaway from being a part of the Amex Business Class Series?
TL - We must be doing something right :)
And it’s flattering in this small town to get national attention. But I do believe our growth story is unique and I’m happy and hopeful it helps another business owner make a better decision.
F10 - Your episode of the American Express Business Class: The Series focused on extension vs. expansion. Are you currently working on any new ventures or brainstorming any new ideas you can share with us?
TL - Always! But not until they are ready ;)
F10 - What’s one piece of advice you would give aspiring restauranteurs, especially during this unique time in history (3-year pandemic.)
TL - The labor market is so crushingly competitive, focus on making your business a great place to come to work. Build a community within your enterprise so that you take care of one another and take the time to appreciate and celebrate successes. We take on this role as a leader and we have the responsibility to inspire motivated people. If you do that, the rest will fall into place.
