News Summary
Alicia Cox is revolutionizing beach dining in Huntington Beach, California, through her culinary ventures with the Prjkt Group. Her establishments offer a diverse range of food options, blending casual dining with community engagement and live music. With locations like Sea Legs at the Beach and Sea Salt Honky Tonk, Cox emphasizes sustainability and philanthropy, hosting charity events and supporting local causes. Her journey, including the launch of a cookbook and expansion plans, showcases her commitment to creating inclusive dining experiences that foster community connection.
Huntington Beach Revitalizes Beach Dining Through Alicia Cox’s Culinary Ventures
Huntington Beach, California, has become a hub for innovative beach dining, thanks to the efforts of Alicia Cox, founder and CEO of the Prjkt Group. Cox’s vision has transformed public beaches into immersive hospitality experiences that blend food, live music, and community events. Her approach redefines traditional beach dining—moving beyond quick snacks to offer a variety of dining options tailored to a broad audience.
Under the Prjkt Group, Cox operates several popular culinary venues at state beaches in Orange County. Her flagship location, Sea Legs at the Beach, features casual dining with a menu focused on fresh seafood and locally sourced ingredients. Other concepts include Sea Salt Honky Tonk, a country-themed venue, PCH Tacos—offering Mexican fare, and Sahara Sandbar & Pizza, which supports families facing housing insecurity by donating pizza sale proceeds.
Cox’s Journey into the Culinary World
Cox, a former marketing director for OC Weekly, gained invaluable insights into branding and audience engagement before pivoting to the restaurant industry. After honing her skills in Las Vegas’ hospitality scene for three years, she returned to her roots in Huntington Beach and opened her first restaurant, Sea Legs Wine Bar, at the age of 31. Her flair for hospitality quickly garnered attention.
In 2016, Cox secured state contracts to run four beach concessions at Bolsa Chica and Huntington State Beach, requiring a significant investment of $1.6 million. This pivotal moment paved the way for her culinary empire to flourish along the coast.
Innovative Approach to Hospitality
Cox emphasizes community involvement and philanthropy through her ventures. Her establishments regularly host charity concerts and school supply drives, demonstrating her commitment to social responsibility. By investing in her team, many of whom grow from entry-level positions to management, she fosters a collaborative work environment that encourages personal and professional growth.
Her restaurants adapt to seasonal rhythms, allowing for creative planning and development of a focused annual playbook aimed at enhancing guest experiences. Cox’s innovative approach ensures that diners enjoy a variety of unique offerings throughout the year.
A Culinary Story and Expansion Plans
Alicia Cox’s culinary journey has inspired the launch of her first cookbook, “California — Fork & Spoon Vol. 1: A Culinary Story,” which shares beloved recipes and insights from her ventures. She has also expanded her brand to a licensed location at LAX and is exploring new hospitality projects in major cities like Chicago and Miami.
Another exciting initiative is California Fork and Spoon, a project set to combine casual dining with storytelling about the diverse regions of California. Through partnerships with local nonprofits, such as Families Forward, Cox continues to address pressing community issues, particularly those related to housing insecurity.
A Vision for Community Engagement
Cox’s approach to business is centered on creating inclusive spaces where all are welcome to celebrate together, regardless of background. This commitment has earned her recognition, including being named the Business Journal’s Restaurateur of the Year for 2025, highlighting her positive impact on the dining scene in Orange County.
Looking ahead, Alicia Cox envisions future cultural events at the beach, which may include distinctive dining experiences and festivals designed to bolster community connection and engagement at her venues. Through her enterprises, she aims to ensure that Huntington Beach remains a vibrant culinary destination, bringing people together in a shared love for food and community.
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Additional Resources
- Locale Magazine: Alicia Cox – Coastal Power Move
- OC Register: Alicia Cox – Orchestrator of Joy
- OC Business Journal: Alicia Cox – Redefining Dining
- LA Times: Sea Salt Goes Country for the Summer
- OC Business Journal: Creating a Beach Living Room in HB
- Wikipedia: Huntington Beach
- Google Search: Alicia Cox
- Google Scholar: Alicia Cox
- Encyclopedia Britannica: Alicia Cox
- Google News: Alicia Cox
Author: STAFF HERE HUNTINGTON BEACH
The Huntington Beach Staff Writer represents the experienced team at HEREHuntingtonBeach.com, your go-to source for actionable local news and information in Huntington Beach, 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 Huntington Beach Surf City USA Marathon, the U.S. Open of Surfing, Fourth of July celebrations at the Huntington Beach Pier, and community festivals at Huntington Beach Central Park. Our coverage extends to key organizations like the Huntington Beach Chamber of Commerce and Visit Huntington Beach, plus leading businesses in retail, hospitality, and outdoor recreation that drive the local economy. As part of the broader HERE network, including HEREAnaheim.com, HERECostaMesa.com, HERESantaAna.com, and HERELosAngeles.com, we provide comprehensive, credible insights into Southern California's dynamic landscape.
