Alicia Cox is redefining the beach experience in Huntington Beach, California, through her innovative hospitality ventures. As the founder of Prjkt Group, she has transformed four state beach locations into vibrant culinary destinations, moving beyond traditional beach concessions to offer immersive experiences that incorporate food, music, and community engagement.
Cox’s journey began with a strong foundation in branding and marketing as the director for OC Weekly. Her experience in local culture and event management equipped her with the skills to understand what resonates with people. After three years in Las Vegas, where she learned the art of creating memorable experiences, she returned to Huntington Beach with a vision to revolutionize beach dining.
In 2016, she took a bold step by securing state contracts to operate beach concessions across Bolsa Chica and Huntington State Beach. This required a significant investment of $1.6 million, but Cox was confident in her concept. Her flagship venue, Sea Legs at the Beach, redefined casual coastal dining. The atmosphere is lively, with wine being poured at picnic tables, live music, and couples enjoying the sunset under string lights.
Cox’s diverse offerings include Sea Salt Honky Tonk, which features a country-inspired menu and events like two-step nights, and PCH Tacos, a casual spot that serves fresh fish tacos and classic beach fare. Each venue has its unique identity while still reflecting the coastal culture of the area.
The project closest to Cox’s heart is Sahara, named after her daughter. This location not only serves pizza but also supports local families facing housing insecurity by donating $1 from every pizza sold to Families Forward. For Cox, this initiative underscores the importance of making a positive impact in the community.
Cox’s approach to business extends beyond food. Each year, she shuts down her venues to reflect on successes and develop a new plan, creating a detailed, 100-page playbook that outlines everything from staffing to event programming. This practice allows her businesses to evolve while maintaining their core essence. She emphasizes that leadership involves creating an environment where her team can flourish, mentoring many who began in entry-level positions.
Philanthropy is integral to Cox’s mission. Her venues have hosted school supply drives and charity concerts, becoming gathering points for locals eager to give back. She is also involved with initiatives like The Huntington Beach House, contributing to community programs that enhance local culture.
Cox’s ambitions are not limited to California. She has recently opened a licensed location for Sea Legs at LAX, expanding her brand to an international audience. Additionally, she is consulting on hospitality projects in Chicago and Miami, and her upcoming concept, California Fork and Spoon, aims to blend casual dining with lifestyle storytelling.
Cox’s journey exemplifies a commitment to creating lasting experiences. She emphasizes the importance of taking thoughtful steps in her projects, ensuring that each venture reflects her lived experiences and vision. In a fast-paced dining landscape, she has carved out a unique path, inviting guests to slow down, enjoy good food, and create cherished memories.
As she puts it, “Fall on your face 100 times, but get up 101.” This mantra encapsulates her determination and entrepreneurial spirit as she continues to shape the future of beach dining in Huntington Beach and beyond.