Alicia Cox took over the Bolsa Chica State Beach concessions when she was 35.
That contract was set to expire this year, forcing Cox to defend the mini-food empire she built from the ground up. This time the stakes were high: Bolsa had evolved from dilapidated food stands to a string of branded concepts that have become a destination among Orange County beachgoers and tourists.
Since taking over the concessions—upgrading the food from stale nachos to elevated sandwiches and wraps—the number of visitors at the food stands has grown 67% to 1.5 million annually.
As such, some 50 others wanted a piece of the action, bidding to take over what Cox had started.
“The competition was a lot more fierce this time,” Cox, CEO and founder of Prjkt Restaurant Group, told the Business Journal.
She spent three months writing, revising and pitching her vision.
“It was like writing a book,” she said, adding that she hardly left her home.
The work paid off. Cox, now 45, won the bid again. This time around, she’s got 15 years to continue to put her stamp on the pristine strip of OC coastline.
“My whole career will be here, revitalizing this coast,” she said.
Last year, Cox was awarded a Women in Business Award by the Business Journal for her years-long work improving the dining choices along the state beaches in Huntington Beach. In March, executive dining columnist Christopher Trela named her Restaurateur of the Year.
Cabo Meets Huntington Beach
While the accolades are humbling, Cox says her work at the beach is not done.
About six years ago, Cox bid to be the operator at the food stands along a three-mile stretch of Huntington Beach State Beach. Winning that bid, expanded her seaside operations in Surf City.
The venues, Huntington Beach House, Sandbox Beach Essentials and Sahara Sandbar & Pizza joined Cox’s other concepts, SeaLegs at the Beach, SeaSalt Beachside Burger, Beach City Provisions and Pacific Kitchen.
This summer, Cox debuted two fresh concepts: SeaSalt Honky Tonk, a country-themed refresh of the former SeaSalt, and PCH Tacos, a rebrand of Pacific Kitchen. The latter—with a menu of tacos, burritos, enchiladas and tortas—“talks to my Latino customer,” Cox said.
“My vibe is Cabo meets Huntington Beach,” she said.
The Honky Tonk venue comes with high-energy programming of line-dancing lessons, live bands and a weekly appearance by the popular country band Redneck Rodeo.
“It is such a vibe,” she said.
On the culinary side, Cox teamed up this year with the operators behind the Michelin Bib Gourmand venue Heritage Barbecue of San Juan Capistrano. The designation by the dining guide highlights restaurants that provide high-quality food at a good value.
The partnership brings the restaurant’s chopped brisket, Santa Maria tri-tip, and ribs to SeaSalt—minus the lines and paired with ocean views.
“That’s a really nice secret that if you want Heritage Barbecue, just go to Bolsa. You don’t have to wait,” she said.
Up next is California Fork & Spoon. Slated to open in 2026, Cox’s final concession stand at the beach is named after her recent cookbook, which showcases signature recipes from her dining establishments. The beachfront space will seat about 500 guests and will serve as a brunch spot and a special events venue for private parties and weddings.
Cox said she also wants to establish her own foundation aimed at mentoring female entrepreneurs in the male-dominated food and events industry. The nonprofit will offer motivational speakers, seed investing education and mindset training, she said.
“I really want to use my voice now to do good and give back,” she said.
