Hugh Morton: Future of Grandfather Mountain

About Grandfather Mountain Contact Us Site Map Getting Here

Welcome to Grandfather Mountain

Grandfather Mountain, Nature on a Whole Different Level

Crae Morton Named President of Grandfather Mountain

“People are very interested to know my plans for the future of Grandfather Mountain,” said new company president Crae Morton. “The answer is that we’ll try to do what we do now - better. The goal is for the Grandfather Mountain you see now to be the same Grandfather Mountain your grandchildren see in 50 years.”

Hugh MacRae “Crae” Morton III, 33, was named President of Grandfather Mountain Incorporated in June 2005 and represents the fifth generation of the MacRae/Morton family to steward the Mountain since 1885.

“By title, I’m charged with certain leadership responsibilities which I embrace,” he said, “but Grandfather Mountain is a family business. The luxury we enjoy here is that, in the big picture, all of the family members want the same thing for the future of Grandfather Mountain.”

Although Morton the Younger comes from a long line of men known for their showmanship and promotional skills, Crae is more at home with spreadsheets than publicity campaigns. An Ivy League grad with a degree in Communications who also pursued graduate studies in business, Crae says that his days are pretty much the same since he was named company president (primarily operations and human resources), but with one new element: planning.

“Crae is doing fine,” said the Chairman of Grandfather Mountain, Hugh MacRae Morton, Sr. “To have the additional responsibility of a new son AND the Mountain, he is doing real well.”

Morton the Elder said Crae has come up with some modernizations that he perhaps should have done himself, such as introducing computerized inventory control in the gift shops and making it possible for the restaurant to accept credit cards. “He is also attentive to keeping our buildings in repair,” said Morton, Sr., “which is very important.”

The elder Morton was quick to point out that since joining the family business in 2003, Crae has, on his own initiative, made a point to try every job on the Mountain. “Every employee knows that he is not asking them to do anything he is not willing to do himself,” said Morton, Sr.

“The new hat seems to fit just fine,” said Morton, III, “because I am surrounded by good people that want the Mountain to prosper.”

Foremost among those good people is Grandfather Mountain Vice President Harris Prevost. Said Crae, “Harris has been working for Grandfather Mountain for as long as I have been alive, and I rely on that experience.

“Harris knows the people in the industry, he knows the history and the nuances of the many organizations we try to serve, and this is critical to our operations. He also brings his accounting background to the table, plus he handles all of our insurance, which is a complicated task.

“Harris has a real niche in the operations of the company. He is an icon in the state’s travel industry circles,” said Crae, adding with a smile, “and is celebrated for both his character, and for some notorious idiosyncrasies.”

Crae’s grandfather went on to point out that Grandfather’s new president has gradually become active in community affairs in Avery County and in Boone. He has been introduced to the people and organizations in the state travel industry and serves on the Board of the North Carolina Zoo Society.

And most importantly, said Morton, Sr., “He has expressed his interest in continuing to protect Grandfather Mountain in the same way that I have been attempting to do for years.”

Said Crae, “Yes, protecting Grandfather Mountain is the right thing to do, but it is also the good business model. Grandfather Mountain is a special place and a scarce resource. Places like Grandfather Mountain are only going to become more scarce. The best business plan I can envision is to continue to do what we do now, better.”

Print this Page Share this Page Add to Favourites