Ingredients:

2 Tbsp Urban Accents Sonoma Pepper
2 tsp fresh rosemary, minced
1 Tbsp olive oil
1 7-8 lb prime rib roast (could also be called standing rib roast)

Directions:

In a small bowl combine the Sonoma Pepper and the minced rosemary.  Rub roast with oil, then coast with seasoning mixture.  Transfer roast to a rack set inside a roasting pan, cover with plastic wrap and refrigerate for at least 8 hours, but not more than 24 hours to allow all the seasoning to fully penetrate the meat. 

Let roast stand at room temperature for 1 hour.  Preheat oven to 450 degrees F.   Roast beef in middle of oven for 20 minutes, then reduce temperature to 350 degrees F.  Continue roasting until an instant-read thermometer inserted into center of roast reads 120 degrees F for rare to medium-rare or about 130 degrees F for medium-rare to medium, approximately 1-1/2 to 1-3/4 hours more.  Transfer beef to cutting board and tent loosely with foil.  Let roast rest for 10-15 before carving.