In a bold move to redefine beachside dining, Alicia Cox has transformed several locations along California’s Huntington Beach into vibrant culinary hotspots. By blending unique food concepts with community-focused events and live music, her approach has shifted the perception of beach concessions from basic eateries into immersive hospitality experiences.
Cox, the founder of Prjkt Group, has successfully revamped four state beach locations into distinct venues, each with its own atmosphere and offerings. Her flagship, Sea Legs at the Beach, exemplifies this vision, featuring a casual coastal dining experience that attracts both locals and tourists. On any given day, visitors can enjoy wine at picnic tables, listen to live music, and savor a menu that includes items like ahi poke nachos and seasonal seafood.
Before launching this venture, Cox built her foundation in branding and marketing as the director for OC Weekly. Her experiences in crafting events and stories taught her how to effectively engage audiences, a skill that has proven invaluable in her current endeavors. This background in local culture paved the way for her to explore larger hospitality trends during her three years in Las Vegas, where she learned the art of creating experience-driven environments.
In 2016, Cox made a significant investment of $1.6 million to secure state contracts for her beach concessions. This decision marked a pivotal moment in her career, propelling her towards a goal of turning utility stops into vibrant destinations. Each beach location now boasts a unique personality; for instance, Sea Salt Honky Tonk embraces a country-inspired theme, while PCH Tacos caters to the post-surf crowd with a fast-casual menu.
Cox’s commitment to community extends beyond dining. At her location named Sahara, which honors her daughter, one dollar from every pizza sold contributes to Families Forward, a nonprofit focused on assisting families facing housing insecurity. Cox emphasizes the importance of using her influence for advocacy, stating, “If your name has weight, what do you do with that?”
The seasonal nature of her businesses allows Cox to reflect and plan for the future. Each year, she pauses operations to craft a detailed 100-page playbook that outlines improvements and innovations across all aspects of her venues—from food offerings to staffing and design. This structured approach ensures that her establishments remain responsive to evolving customer needs while retaining their core identity.
Cox is also dedicated to nurturing her team, many of whom have advanced from entry-level positions to management roles. By fostering a collaborative environment, she encourages her staff to lead with confidence. “Leadership is creating space for people to bring their best selves,” she says, highlighting her commitment to mentorship.
Her philanthropic efforts include hosting community events such as school supply drives and holiday meal programs, establishing her venues as rallying points for local engagement. Cox’s involvement with initiatives like The Huntington Beach House further illustrates her dedication to enhancing community culture through accessible programming.
Looking to the future, Cox has expanded her vision beyond California. Sea Legs now has a licensed location at LAX, introducing her brand to a global audience. Additionally, she is consulting on hospitality projects in Chicago and Miami, helping aspiring entrepreneurs develop similar concepts in public spaces. Her latest project, California Fork and Spoon, aims to blend casual dining with lifestyle storytelling and is currently under construction.
Cox’s deliberate approach to growth ensures that each new venture reflects her personal experiences and values. In a region often characterized by fleeting trends, she has established a lasting presence that encourages visitors to slow down, enjoy good food, and connect with others. By stating, “Fall on your face 100 times, but get up 101,” she embodies resilience and commitment to her vision, continually seeking to inspire her community through her work.
