There were several name changes during Morton's time. "New", as is customary, was soon dropped. Later it became 'Morton’s Prince of Wales’s Theatre' to distinguish it from a new London theatre bearing the same name but whose letters and telegrams were getting mixed up with theirs. After renovations in 1891, he reopened as Morton's Model Theatre,then called it The Model House and Temperance Theatre, finally around 1898/99 simplifying the name to an earlier usage as Morton's Theatre. By this time, he was the owner. In 1897 he produced plans to build a new theatre seating 3000 on a nearby vacant site but this was never followed through. In 1904 he moved to Hull where in 1934 at the age of 96 he published his memoirs. He attributed his health in old age to hard work, regular habits and an abstemious diet.