"Who's your Daddy?"
"I hate it when you say that."
"You know what, this is important. You remember this. I used to be cool!"
Keith has sacrificed a lot, not only for his family, but for the truth. He accused Jake Kane of murdering his own daughter, even though Jake was one of the most popular and influential men in Neptune. After being kicked out of the sheriff's office (and being replaced by Lamb), he didn't move away from Neptune (though his wife wanted him to). He stayed and became a private detective. And even when Lianne left him, he didn't break down and compromise his morals.
There is only one thing he would compromise his morals for: Veronica, his daughter. After all, he walked through fire (literally) to save her.
Keith picked up the pieces, built up his business, and ran unsuccessfully for sheriff again. With his reputation somewhat restored, it was a close race, but the timely disclosure that he let a drunk driver walk, one who later became a school bus driver of a bus that went over a cliff, was enough to keep Lamb in office.
Keith has had several relationships, but they've ended badly. With Guidance Counselor Rebecca James, Veronica was still not ready yet for someone to replace the role of her mom in her life, so he broke it off. With Alicia Fennel, Wallace's mom, he was truly happy — but it all came crashing down when he found out her real identity.
Usually a reliable father, he nonetheless stood up his daughter in New York to help Kendall Casablancas escape from Neptune gangster Liam Fitzpatrick. Keith was the only one who knew that she had invested the money earned from her stepson's business endeavor in a Van Gogh painting to keep it hidden from her lover Cormac's greedy brother. When Kendall's plan of running away with her man failed due to Cormac's betrayal, Keith was able to retrieve the art work and donate it to charity.
Keith's guilt over Kendall's apparent death at the hands of the older Fitzpatrick is deep; the fact that he openly admits this to Veronica shows that their relationship has grown and matured.
All bios: 3.20 3.17 3.14 3.07 3.06 3.02 3.01 2.22 2.21 2.20 2.13 2.01 1.22 1.18 1.05 1.01
Enrico Colantoni plays Keith Mars.