Alicia Cox is redefining the beach concession experience in Huntington Beach, California. With her company, Prjkt Group, she has transformed four state beach locations into vibrant culinary destinations, merging food, music, and community engagement. This innovative approach has turned traditional concessions into immersive hospitality experiences that attract locals and tourists alike.
Cox’s journey began in the world of marketing, where she served as the marketing director for OC Weekly. Here, she gained valuable insights into local culture and what captivates audiences. Her time in Las Vegas deepened her understanding of creating experiences rather than merely providing services. She learned that successful businesses often prioritize creating an inviting atmosphere that celebrates their guests.
At just 31, Cox launched her first venture, Sea Legs Wine Bar, which set the stage for her future projects. This stylish venue demonstrated her capability to build a brand from the ground up. Yet, Cox envisioned much more than a simple restaurant. In 2016, she took a significant leap, securing state contracts to operate concessions across Bolsa Chica and Huntington State Beach. This endeavor required an investment of $1.6 million, but Cox was driven by a clear vision of creating full-fledged venues that would appeal to families, friends, and beachgoers.
One of her flagship locations, Sea Legs at the Beach, reimagines casual coastal dining. Visitors can enjoy wine, live music, and a menu featuring items like ahi poke nachos and beach burgers. Nearby, Sea Salt Honky Tonk offers a playful country-inspired atmosphere with Southern dishes and lively events. Additionally, PCH Tacos caters to the post-surf crowd with its fast-casual setup and diverse menu.
Cox’s commitment to community is evident in her latest project, Sahara, named after her daughter. This venue not only serves delicious pizza but also supports Families Forward, a nonprofit aiding families facing housing insecurity. “If your name has weight, what do you do with that?” Cox explains. Her aim is to instill values of advocacy and social responsibility in her daughter while making a difference in the community.
Operating in a seasonal business landscape, Cox strategically pauses her venues each year. During this downtime, she reflects on operations and crafts a comprehensive 100-page playbook detailing every aspect of the guest experience. This commitment to continual improvement allows her spaces to evolve while maintaining their core essence. “I shut down every year so I can write a plan, think about what worked and create something new,” she states.
Cox’s leadership style emphasizes loyalty and mentorship, as many of her managers began in entry-level positions and grew alongside the business. She believes that effective leadership involves creating an environment where individuals can excel. Her philanthropic efforts extend beyond her businesses, contributing to local initiatives such as school supply drives and community concerts.
Looking ahead, Cox is expanding her reach. Sea Legs has opened a licensed location at LAX, providing travelers with a taste of her culinary vision. She is also consulting on hospitality projects in Chicago and Miami, helping other entrepreneurs develop engaging public spaces. Currently, Cox is focused on her newest venture, California Fork and Spoon, which aims to combine casual dining with storytelling elements.
Cox’s approach to business is characterized by intentionality and purpose. She does not rush for the sake of progress; instead, she carefully considers every project, ensuring it reflects her unique blend of strategy and passion. In a dining landscape often driven by trends, Alicia Cox has established a lasting presence that invites guests to savor experiences, enjoy music, and build memories. Her mantra, “Fall on your face 100 times, but get up 101,” illustrates her resilience and commitment to her vision.
