Christine Soto, 34
Co-owner, Dead or Alive
When Christine Soto, a third-generation Palm Springs native, returned to her hometown after 11 years in L.A., she was unable to find a place — a place that wasn’t a restaurant — to enjoy a glass of wine.
Soon thereafter she thought, “I’m going to open a bar” — and saw her idea to fruition. Inspired by the game of the same name, as well as a phrase she has inked, Christine poured her love into vintages.
Through Dead or Alive, she has also launched a local wine festival; Thankful Thursdays to benefit local charitable, nonprofit organizations; and a passport program to help promote new local businesses.
VIDEO: Christine Soto had the tatoo Dead or Alive even before she opened the Palm Springs bar by the same name.