Restaurateur Peter Morton possesses more than 40 years of executive-level hospitality experience and serves both the Museum of Contemporary Art in Los Angeles and the Natural Resources Defense Council as a Member of the Board of Trustees. Additionally, Peter Morton has made sizable contributions to Young Eisner Scholars and the University of California, Los Angeles. Peter Morton established himself in the restaurant business with the launch of The Great American Disaster in London. Satisfying an appetite for American-style cuisine that had previously gone unfulfilled in Great Britain, The Great American Disaster proved a success, laying the foundations for Morton’s next endeavor, the Hard Rock Cafe. Utilizing some tenets of his first restaurant's business model, Peter Morton collaborated with Isaac Tigrett to establish the Hard Rock Cafe, also in London, near the city’s well-known Hyde Park Corner. Guided by the principle “Love All, Serve All,” the Hard Rock Cafe became the preferred hangout for people from all walks of life, from rock legends to tourists and London families, soon after it opened in 1971. In 1982, the partnership was dissolved, with Morton assuming the restaurant chain’s development in the western United States and Chicago and Tigrett taking control of its expansion east of the Mississippi River. In 1996, Morton sold his 17 restaurants and franchise locations to British corporation Rank Group PLC for $410 million, though he continues to serve the Hard Rock Cafe brand in his capacity as Chairman of the Board.