News Summary
Alicia Cox is redefining the beach experience in Huntington Beach with her innovative concessions that focus on community engagement and vibrant hospitality. Under her Prjkt Group, she has revitalized four beach locations, featuring diverse culinary offerings and programs that foster inclusivity, mentorship, and philanthropy. With plans for expansion and a newly released cookbook, Cox’s concessions are becoming integral to the beach’s social landscape, enhancing the interactions between guests and the community.
Huntington Beach Transformed by Innovative Beach Concessions
Alicia Cox is redefining the beach concession experience in Huntington Beach, California, by creating dynamic culinary destinations that prioritize community engagement. As the founder of Prjkt Group, she has successfully revitalized four beach locations across Orange County, turning them into vibrant hospitality hotspots.
Cox’s journey into the world of dining began as the marketing director for OC Weekly, where she honed her expertise in branding and storytelling. Her experience continued to flourish during her three years in Las Vegas, where she learned the intricacies of creating appealing hospitality experiences. At 31, she launched her first concept, Sea Legs Wine Bar, a project that showcased her talent for building a brand from the ground up.
In 2016, Cox expanded her vision by securing contracts to operate four concessions at Bolsa Chica and Huntington State Beach, backed by a significant $1.6 million investment. Among her flagship locations is Sea Legs at the Beach, which features a relaxed coastal vibe, enticing live music, and a menu focused on fresh, approachable food offerings. Other venues under her management include Sea Salt Honky Tonk, known for its fusion of country music and BBQ; PCH Tacos, which honors classic beach cuisine; and Sahara, a venue that collaborates with a nonprofit to support families experiencing housing hardships.
Community-Centric Approach
Each of Cox’s concessions operates seasonally, allowing her to utilize the off-peak periods for strategic planning and improvement. This includes crafting a comprehensive 100-page annual playbook designed to enhance guest experience, demonstrating her commitment to excellence in service. Additionally, she places a strong emphasis on mentoring her staff, many of whom began their careers in entry-level positions but have since ascended within the company.
Recognizing the importance of inclusivity, Cox designs her venues as community hubs, frequently hosting events such as charity concerts, supply drives, and pride celebrations. Her dedication to diversity extends to her culinary offerings as well; SeaSalt Honky Tonk not only stands out as the only honky-tonk by the beach but also features collaborations with local businesses like Heritage Barbecue. PCH Tacos, on the other hand, embraces Latino culture through partnerships with local radio stations, further enriching the beach experience for visitors.
Philanthropy and Future Plans
Alongside her entrepreneurial pursuits, Cox has recently authored a cookbook titled “California — Fork & Spoon Vol. 1: A Culinary Story,” which encapsulates her journey through the culinary landscape. She believes in the significance of advocacy and community support, often involving her daughter in philanthropic initiatives, thereby instilling a sense of responsibility and empowerment from a young age.
Cox’s concessions are quickly becoming integral to a redefined experience of beach recreation, encouraging guests to connect with one another and enjoy their surroundings. Looking ahead, she is exploring plans to expand her brand, with consultations on future projects in cities like Chicago and Miami, as well as launching California Fork and Spoon to further promote her culinary vision. Cox’s strategy leans towards deliberate growth, prioritizing unforgettable experiences that enrich both the community and the patrons who engage with her brands.
Deeper Dive: News & Info About This Topic
HERE Resources
Alicia Cox Expands Culinary Empire with New Venues
Costa Mesa Planning Commission Rejects Victoria Place Complex
SeaSalt Honky Tonk Opens at Bolsa Chica State Beach
Additional Resources
- OC Register: Alicia Cox Orchestrator of Joy
- Google Search: Alicia Cox Huntington Beach concessions
- LA Times: Sea Salt Goes Country
- Google Scholar: Huntington Beach concessions
- OC Business Journal: Creating a Beach Living Room
- Encyclopedia Britannica: Huntington Beach
- Fox 8: New Concessions Stand at Huntington Beach
- Google News: Huntington Beach food concessions
Author: STAFF HERE COSTA MESA
The Costa Mesa Staff Writer represents the experienced team at HERECostaMesa.com, your go-to source for actionable local news and information in Costa Mesa, Orange County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as the OC Fair, performances at the Pacific Amphitheatre, and community gatherings at The LAB Anti-Mall. Our coverage extends to key organizations like the Costa Mesa Chamber of Commerce and Visit Costa Mesa, plus leading businesses in retail, entertainment, and innovation that shape the local economy. As part of the broader HERE network, including HEREAnaheim.com, HERESantaAna.com, HEREHuntingtonBeach.com, and HERELosAngeles.com, we provide comprehensive, credible insights into Southern California's dynamic landscape.
