Morton devoted sixteen years to running the Greenwich Theatre, investing his own money, and rightly claimed that by engaging some of the best of the touring companies such as D’Oyly Carte, he turned a derelict property into something that mattered. He was often called 'the Greenwich Morton' to distinguish him from others of the same name. He boasted that Greenwich was the only temperance theatre in the whole of London. By 1892, he was involved in many other theatres around the country, including acting as the Sefton Parry Trust's representative and personal agent for all their properties. In 1895, he took on the lease of Parry's Theatre Royal in Hull and later purchased it.