Transforming Huntington Beach: The Visionary Impact of Alicia Cox

Huntington Beach, a coastal treasure known for its picturesque shores and vibrant community life, is enjoying a culinary renaissance, thanks to Alicia Cox of Prjkt Group. While many mornings are characterized by the usual routine of sunbathers and baristas, Cox has ignited a wave of excitement with her unique approach to beach concessions. By bridging the gap between exceptional cuisine and immersive experiences, Cox has redefined what it means to enjoy a day by the ocean. From music to food trucks, she has transformed ordinary stops into destinations that elevate the beach-going experience.

A Foundation in Culture and Branding

Before stepping into the role of a visionary restaurateur, Alicia Cox honed her skills in branding and event marketing as the director for OC Weekly. Her hands-on experience in crafting local events and interpreting the cultural pulse of the community set a precedent for her future endeavors in hospitality. She understood the significance of storytelling in catching public attention, which would later influence her strategies to make beach experiences more inviting and engaging. This understanding was essential as she set her sights on redefining beach concessions, intending to create vibrant spaces rather than mere food stops.

Learning from the Glitz of Vegas

Cox’s transformative vision for beach concessions was further influenced by her time in Las Vegas, where she immersed herself in the city’s unique hospitality culture. Here, she learned that successful nightspots aren’t merely places to eat or drink but rather crafted experiences that celebrate guests. “Vegas builds everything for women, because then the men will come,” she recounts, emphasizing the importance of creating an environment that feels intentional and compelling. With her newfound insights, she returned to Huntington Beach, armed with a strategy to create experiences that resonate with both locals and tourists.

Building Culinary Destinations

In 2016, Cox took a pivotal step by securing state contracts to operate four distinct concessions at Bolsa Chica and Huntington State Beach. Investing $1.6 million, she transformed the vision of beach concessions into reality. Her flagship venue, Sea Legs at the Beach, offers an inviting experience where guests relish fresh seafood while enjoying live entertainment. With a focus on shared moments, her menu includes dishes like ahi poke nachos and seasonal seafood options that cater to diverse palates.

Elsewhere, Sea Salt Honky Tonk offers a playful twist with its country-inspired dishes and lively events, whilst PCH Tacos caters to the post-surf crowd with quick, delicious bites. The emotional connection to her projects deepens with Sahara, a venture dedicated to her daughter. With a portion of pizza sales supporting Families Forward, a nonprofit focusing on housing insecurity, it illustrates her commitment to making a positive impact in the community.

Creative Strategy and Team Loyalty

Central to Cox’s success is her strategic approach to seasonal business operations. She critically evaluates each year by shutting down her venues, allowing for thoughtful reflection and planning. Each season is accompanied by a 100-page playbook detailing everything from menu items and staffing to design elements and programming. This dedication to continuous improvement ensures that each venue evolves while maintaining its distinct personality.

Cox’s commitment to her team is equally important; many of her managers started in entry-level roles, cultivating a culture of mentorship that encourages staff to lead confidently. “Leadership is creating space for people to bring their best selves,” she insists, showcasing her belief in the synergy between personal growth and professional excellence.

A Heart for Philanthropy and Community

Cox’s work goes beyond mere business; it’s an extension of her passion for community engagement. She spearheads initiatives like school supply drives, holiday meal programs, and charity concerts, solidifying her commitment to giving back. Her locations have become rallying points for community members eager to contribute, fostering a sense of togetherness and purpose. Collaborating with local organizations like The Huntington Beach House, Cox ensures her business remains a cornerstone of cultural and social activities in the area.

Looking Ahead

Continuously evolving, Cox has begun expanding her brand beyond Huntington Beach. With a licensed location at LAX, she introduces travelers to her innovative concepts, while also consulting on hospitality projects across cities like Chicago and Miami. Her latest venture, California Fork and Spoon, aims to combine casual dining with lifestyle storytelling, yet it reflects her meticulous approach to development.

In a rapidly changing food landscape filled with fleeting trends, Alicia Cox stands as a beacon of lasting impact. She is crafting not just dining concepts but cherished memories for families, friends, and community members along the California coast. By championing experiential hospitality, Cox embraces the ethos of slow living, inviting guests to savor the moment, share a meal, and enjoy breathtaking sunsets. It’s not just about business for her; it’s about building a future where every experience is meaningful.

For those interested in exploring the culinary offerings of Huntington Beach, visit Prjkt Group to discover more about Alicia Cox’s transformative projects and engage with the community-driven initiatives she champions.