The season revolves around Veronica Mars, a high school student and private investigator in the fictional Southern California seaside town of Neptune. When Veronica's best friend, Lilly Kane, is murdered, her life falls apart. Her father, County Sheriff Keith Mars, accuses Lilly's father of being involved in the murder. This provokes Neptune's wrath and Keith's ousting as sheriff in a recall election. Veronica's mother, Lianne, develops a drinking problem and leaves town. Veronica's "09er" friends—wealthy students from the fictional 90909 ZIP code—force her to choose between them and her father; she chooses her father. Keith opens a private investigation agency, Mars Investigations, where Veronica works part-time.