How One Working Mom Is Turning SoCal Beaches Into a Bold Hospitality Frontier
On most mornings, Huntington Beach is a slow burn. Sunlight hits the surf as early risers shake off sand from towels and baristas start pulling espresso shots a block inland. But just steps from the boardwalk, something else is happening. Speakers hum to life. A line forms by a taco window. Someone’s setting up for a concert. And that energy? You can trace it straight back to Alicia Cox.
If you think “beach concessions” still means soggy nachos and lukewarm soda, you haven’t met Cox. She doesn’t just run restaurants. She transforms public beaches into fully immersive hospitality experiences that pair smart food concepts with live music, lifestyle events and community programs.
As the founder of Prjkt Group, Cox has turned four Orange County state beach locations into distinct culinary destinations, each with its own personality, playlist and pulse.
Before all of this, Cox’s world was built on branding and buzz. As the marketing director for OC Weekly, she lived in the trenches of local culture. Her days were spent crafting events, selling stories and learning what grabs attention in a media-saturated world. She saw firsthand what moves people, and, more importantly, what doesn’t. This foundation in storytelling shaped everything that came next.
She spent three years in Las Vegas, immersing herself in the city’s larger-than-life hospitality scene. There, she learned how to turn a space into an experience. Vegas wasn’t about function; it was about fantasy. And Cox took notes. It wasn’t just the glittering lights and velvet ropes that stuck with her. It was the strategy behind it all. Build for women, and the men will come. Make every corner feel intentional. Celebrate the guest, and they’ll celebrate you back.
“Vegas builds everything for women, because then the men will come. Their entire strategy is built around celebration.”
That playbook followed her home to Huntington Beach. At 31, with her daughter in tow, she opened her first concept, Sea Legs Wine Bar, in inland HB. It was stylish and social and proved she could build a brand from scratch. But the idea that kept tugging at her was bigger. What if beach concessions could be more than utility stops? What if they could be vibrant, curated experiences that people went out of their way for?
In 2016, she bet everything on that vision. Cox secured the state contracts to operate four concessions across Bolsa Chica and Huntington State Beach. It required a $1.6 million investment, but she knew exactly what she was building. Her vision involved creating full-fledged venues designed to draw in families, friends, locals and tourists alike.
Her flagship, Sea Legs at the Beach, reimagined the idea of casual coastal dining. On a good day (and there are many!), you’ll find wine being poured at picnic tables, live music playing near the stage, and couples lounging under string lights as the sun dips low. The menu is fresh and unfussy. There are ahi poke nachos, beach burgers, and seasonal seafood that hits the sweet spot between comfort and craveable.
Nearby, Sea Salt Honky Tonk flips the script with its country-inspired aesthetic.
Think whiskey cocktails, Southern-style plates and a lineup of events that might include two-step nights or line dancing on the sand. It’s playful and nostalgic but still totally rooted in surf culture.
Then there’s PCH Tacos, a fast-casual counter serving up handheld eats for the post-surf crowd. It’s bright and welcoming, with a menu that balances classic beach fare and modern flavor. On any given day, you’ll spot sandy-footed regulars waiting on fish tacos and locals popping in on their lunch breaks.
Huntington State Beach is home to Sahara, the project closest to Cox’s heart. Named after her daughter, the space channels the same warmth and joy she brings to parenting. But it’s more than a name. One dollar from every pizza sold supports Families Forward, a nonprofit that helps Orange County families facing housing insecurity. For Cox, it’s about impact.
“If your name has weight, what do you do with that?” she asks. “I wanted to teach her advocacy and making a difference.”
Across all of her locations, Cox works with intention. These are seasonal businesses, built to sync with the rhythms of the coast. Rather than pushing through the slow months, she pauses operations each year and takes time to think. She writes an annual 100-page playbook that breaks down every element of the guest experience. From food to staffing and event programming to design, nothing is left to chance. It’s a practice rooted in clarity and reinvention.
“I shut down every year so I can write a plan, think about what worked and create something new,” she says.
That strategic downtime has become her creative fuel. It’s also what allows each space to evolve without losing its essence. Cox’s venues aren’t just well-executed: they’re alive. They change with the times, respond to their audiences and reflect the culture around them.
She’s also fiercely loyal to her team. Many of her managers started in entry-level roles and grew alongside the business. She mentors from within, giving her staff the space and trust to lead with confidence.
“Leadership is creating space for people to bring their best selves,” she says.
Philanthropy isn’t a side project either. Cox uses her platforms to create change through programs like school supply drives, holiday meal programs, and on-site community partnerships. Her locations have previously hosted charity concerts and back-to-school backpack swaps, becoming rallying points for locals who want to give back.
She’s also involved in The Huntington Beach House and other city-driven initiatives that bring community programming and culture to life. For her, business is never just about the bottom line. It’s about making space, physically and emotionally, for people to gather, connect and create memories.
And while her heart is rooted in Huntington Beach, Cox is always looking ahead. Sea Legs now has a licensed location at LAX, introducing her brand to travelers from around the world. She’s currently consulting on hospitality projects in Chicago and Miami, helping other entrepreneurs bring similar vision to their public spaces. Her newest concept, California Fork and Spoon, a space that combines casual dining with lifestyle storytelling, is under construction. For now, Cox is focused on building it thoughtfully and getting every detail right.
That sense of purpose carries through in everything she touches. Cox doesn’t move fast for the sake of momentum. She moves deliberately. Every project has roots in her lived experience and every brand extension carries her signature mix of strategy and soul.
In a region known for fast trends and fickle dining scenes, Alicia Cox has created something lasting. Her beach concepts invite guests to slow down, listen to music, share a bite and watch a sunset.
Cox isn’t looking to fit a mold. She’s building her own path, one beach at a time, and bringing her daughter, her community and her crew along with her. When she says, “Fall on your face 100 times, but get up 101,” she means it.
This article is brought to you by one of the many talented writers associated with Locale Magazine! We are a group of locals (whether born and raised or transplanted) who love this county we now call home!
