christine-soto

Christine Soto: 40 Under Forty 2018

Co-owner, Dead or Alive.

Ashley Breeding 40 under Forty 2018

christine-soto

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.

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The Rowan Palm Springs