His grandfather, the late Arnie Morton, founded the Morton’s Steakhouse chain. His father, Peter Morton, co-founded the Hard Rock Cafe concept. Now Harry Morton aims to make his name known with the expansion of Pink Taco, a sexy, rock-and-roll-influenced Mexican restaurant and bar with a name—a slang reference for female genitalia—that raises eyebrows.
The opening of the third Pink Taco unit in Los Angeles earlier this month was everything Harry Morton hoped it would be. There were celebrities—actress Jessica Alba, rocker Tommy Lee, singer Kelly Clarkson, porn king Ron Jeremy—free-flowing signature pink margaritas, midget wrestlers, a burro painted pink, and seemingly hundreds of Paris Hilton look-alikes. An estimated 1,200 guests packed the 8,000-square-foot space before fire officials shut down the party around 11:15 p.m.
Peter Morton first created Pink Taco as a concept for his Hard Rock Hotel & Casino in Las Vegas, which he sold last year. Peter passed the reins of Pink Taco to son Harry, now chief executive, who opened a second unit in Scottsdale, Ariz., last year before bringing the concept to the Westfield Century City mall in Los Angeles, where the company now is based.
How was the L.A. opening?
FAST FACTS EDUCATION: studied business and hospitality management at New York University, but dropped out to work at Hard Rock Hotel & Casino EXPERIENCE: worked at Hard Rock Hotel; developed resident show “Beacher’s Madhouse,” hosted by comedian Jeff Beacher; oversaw $7 million renovation of hotel’s nightclub Body English and the creation of Rehab, the hotel’s Sunday pool party. AGE: 26 BIRTHPLACE: London PERSONAL: cars—past participant in Gumball 3000 Rally around the world; playing poker
It was beyond what I expected. When you looked at the crowd there—from the beautiful girls to tastemakers to young guys with money and businessmen—it was huge. The party was for awareness of the brand and creating the hype and energy. Now we’re focusing on getting the operation up and running and getting it successful.
How are the other units doing?
Pink Taco has been a huge hit in Vegas. It’s the hotel’s top-draw restaurant, along with Nobu there. I’m definitely looking at more locations in Las Vegas.
Scottsdale has been coming in under target, but it has been a real challenge working with the developer there. I’m weighing my options right now. That unit was definitely my learning experience.
I’m thrilled with the way L.A. came out and the way it looks. Westfield was great to work with, and they really gave us room for creativity. Developers can see I can deliver this target audience of 21- to 35-year-olds. I’m ready to take it on the road.
Where?
We’re looking at Hawaii, San Diego or San Francisco. We’re hoping to do two or three next year. I’m hoping for Hawaii, where we’re looking at Maui and Honolulu. My father had huge success in Hawaii [with Hard Rock Cafe]. It’s a phenomenal tourist market.
Century City is becoming a power center for the entertainment industry, with its proximity to large talent agencies. How do you plan to draw in that crowd?
I’m going to meet with CAA [nearby Creative Artists Agency]. There are fierce battles [among the restaurants] going on right now within that center. We’ll win this one. There are too many people for too few restaurants, which is a great situation to be in.
My godbrother [actor and producer Matthew Vaughn] is represented by CAA, as is my ex-girlfriend [actress Lindsay Lohan]. The owner of Houston’s can’t walk in the door at CAA, but I can call five agents I know personally. That’s where I can really make these people feel special. When they walk in the door at Pink Taco, they’re going to be taken care of.