You’ve probably seen the photos. Larry Morrow standing next to Drake, Floyd Mayweather, or Rick Ross, looking like he’s just enjoying the perks of a charmed life. If you only follow the Instagram highlights, it’s easy to write him off as just another "celebrity promoter" who got lucky in the Big Easy.
But honestly? That’s not even half the story.
Larry Morrow New Orleans isn't just a name on a nightclub flyer anymore. By 2026, he has fundamentally shifted how people think about Black-owned business in the South. He went from losing $30,000 in a single night at a casino to aiming for a $100 million hospitality empire. It wasn't a straight line. It was messy. It involved a lot of "no's" and a few spectacular failures that would have made most people tuck tail and find a 9-to-5.
The 7th Ward Roots and the Grandma Factor
Larry didn't start with a trust fund. He grew up in the 7th Ward, a neighborhood known for its deep culture but also its high crime rates. His upbringing was a unique blend of African-American and Korean heritage.
Think about that for a second.
He was raised by his mother and his Korean grandmother, Sun Chong. These weren't just "strong female figures"—they were entrepreneurs in their own right. They taught him that relationships are the only currency that doesn't devalue. When he was just a teenager, he was already selling T-shirts. He called the brand "Chump Change."
It’s a funny name, but the hustle was serious.
He didn't just sell shirts out of a trunk; he convinced local clothing stores to stock them. How? By building real connections. He understood early on that people don't buy products; they buy people they like and trust.
Why Everyone Goes to Morrow’s (And It’s Not Just the Food)
In 2018, Larry opened Morrow’s on St. Claude Avenue. At the time, gentrification was the big scary word in that neighborhood. People were worried about the "new New Orleans" erasing the old one. Larry took a different path. He opened a Black-owned spot, hired local, and created a vibe that felt like a high-end dinner party where everyone was invited.
🔗 Read more: Garrett Popcorn Net Worth: The Real Value of the Chicago Mix Empire
The menu is a wild mix. You’ve got New Orleans staples like red beans and rice sitting right next to Korean-inspired dishes. It sounds like it shouldn't work, but it does.
The Portfolio Expansion
If you haven't kept up, his footprint in the city has exploded. We aren't just talking about one restaurant anymore.
- Sun Chong: This French Quarter gem is a direct tribute to his grandmother. It’s where Korean and Cajun flavors collide. It’s personal.
- Treehouse: If you want the nightlife experience, this is the spot. It’s high-energy, curated, and usually packed with the who’s-who of the city.
- Morrow Steak: He stepped into the upscale steakhouse lane, proving he could do "white tablecloth" just as well as he does "streetwear vibe."
- Spicy Mango: This is his recent Caribbean-New Orleans fusion project on Frenchmen Street. It’s basically a celebration of Black excellence through food and live music.
The "All Bets On Me" Philosophy
Most people know about his book, All Bets On Me. But what they miss is the actual "BET" acronym he uses. He isn't just talking about gambling.
B stands for being Be Driven enough to seek info.
E is for being Eager enough to endure the process.
T is for being Teachable enough to apply what you've learned.
He talks openly about his losses. There was an event with Drake where he lost a small fortune. Most promoters would have hidden that. Larry put it in a book. He realized that gambling on games where the house always wins is a fool’s errand. So, he started gambling on himself.
He literally went from losing money at the casino to hosting his biggest celebrity events with the casino. That is a pivot most people never manage to pull off.
Gentrification vs. Intentional Investment
There’s a lot of talk about Larry being an "investor," which can sometimes sound cold. But if you listen to him speak, he’s actually quite intentional about the "lagniappe"—that New Orleans word for a little something extra.
👉 See also: Exactly How Many Hours in Month Calculations Change Your Paycheck
He’s buying property in neighborhoods that are changing, but he isn't trying to change the culture. He’s trying to own the culture before someone else does. He’s mentioned that as a young Black entrepreneur, he sees gentrification as an opportunity to be the one providing the jobs and preserving the aesthetic.
It’s a nuanced take. You might not agree with every development, but you can’t deny the logic of "if someone is going to own this block, it might as well be one of us."
What You Can Actually Learn from the Larry Morrow Playbook
If you’re looking at Larry Morrow New Orleans as a blueprint, don't just look at the shiny cars or the VIP tables. Look at the "boring" stuff that actually built the business.
1. The Power of "Nice"
Larry often says he’s a "nice guy" in a tough industry. He manages massive egos by anticipating needs. If you're building a business, realize that being difficult to work with is a tax you eventually won't be able to afford.
2. Side Hustles are Legit
Promoting was his side hustle. It funded the restaurants. The restaurants funded the real estate. Don't look down on your "little" thing—treat it like a business from day one, and it might just become your main thing.
💡 You might also like: What Does an MBA Stand For and Is the Degree Still Worth the Hype?
3. Family is the Foundation
Working with his mother at Morrow’s wasn't just a feel-good story; it was a strategic partnership. She brought the culinary expertise; he brought the marketing and the vision. Find people who fill your gaps.
4. Own the Real Estate
One of the biggest shifts Larry made was moving from leasing spaces to owning them. In 2026, he’s well on his way to his goal of being the largest Black-owned hospitality group in the country because he understands that the building is often worth more than the business inside it.
Your Next Steps for Success
If you're inspired by the Larry Morrow story, don't just sit there. Start by evaluating your own "side hustle."
First, identify one relationship in your industry that you’ve neglected and reach out—not to ask for something, but to offer value or "bring the fruit basket," as Larry says. Second, take a hard look at your losses. Are you "gambling" on things you can't control, or are you investing in your own skill set?
Start small, stay consistent, and remember that in New Orleans, it's always about the "lagniappe"—going that extra mile when everyone else stops at the finish line.