Alicia Cox, founder and CEO of The Prjkt Restaurant Group (prjktgroup.com), is brightening up the shores of Huntington State Beach and Bolsa Chica State Beach through a groundbreaking new partnership with California State Parks. The trailblazer owns and operates eight shorefront concession stands—including the new Sahara Sandbar & Pizza—proving that the local restaurateur will be making waves for years to come.
What inspired you to launch this unique partnership with California State Parks? I like to say it was a beautiful accident! Someone from the city told me that they would like to endorse me for a project on the beach, and I honestly didn’t think I’d have the time. But seeing how much potential there was to reimagine the coastline and how people enjoy California State Parks inspired my soul, and I knew I had to follow my passion to see it through.
What excites you most? I love that I’m actively designing my legacy project, creating magic that will last for years to come. I’m proud to recognize that I’ve conceptualized all eight of my concessions, and seeing those ideas go from pen and paper to a real-life experience is indescribable. My team and I have made sure every single menu item offered is made using from-scratch recipes and fresh ingredients. We’re dedicated to providing a dining experience unlike anything ever experienced before at the beach.
Where would we find you dining in O.C.? I love Sessions West Coast Deli. The Godmother sandwich is my absolute favorite!
What’s next? The grand finale of my master plan is finalizing my upcoming cookbook, which will be released in tandem with a cooking channel on YouTube. The cookbook will pay homage to menus of the past, present and future, found at restaurants or special events we have created. It’ll be available for purchase at my final beachside concession opening at Huntington State Beach next year, California Fork & Spoon—a restaurant that’s essentially a love letter to California cuisine and California State Parks.