My First Million Billionaire Lawyer spills his $250M side hustles (pick one)
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Dec 10, 2025 
Join John Morgan, a trailblazing trial lawyer and entrepreneur behind Morgan & Morgan, as he dives into his fascinating ventures. He reveals the magic of WonderWorks, his unique upside-down attraction, and shares the gritty origins of Alcatraz East, a profitable crime museum. Morgan discusses branding inspirations from Disney, his innovative legal tech platform Litify, and strategies for repurposing dying malls into vibrant community hubs. Plus, his wisdom on testing business ideas reminds us all to 'shoot bullets before cannonballs.'
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Building WonderWorks From Scratch
- John Morgan built WonderWorks, an upside-down interactive science attraction after studying exhibits like the Exploratorium and touring fair vendors.
- The Orlando WonderWorks is near Disney, operates debt-free, and projects about $33M EBITDA this year.
Alcatraz Visit Became A Profitable Attraction
- John visited Alcatraz and used that fascination to create the National Museum of Crime and Punishment, later moved and rebuilt as Alcatraz East in Pigeon Forge.
- The Pigeon Forge attraction cost roughly $13–$14M to assemble and nets about $5M per year in profit.
Grow Until Break-Even, Then Scale
- Use simple unit economics: know case value, acquisition cost, and scale until break-even then expand.
- Keep investing in customer acquisition while brand-building as long as margins justify it.
