Growing up in Santa Monica, Greg was immersed in the skate and surf cultures where the beach-city lifestyle sparked his creativity and entrepreneurial spirit. While still in college and after playing football at both San Diego State and Cal State Northridge, Greg refocused his energy and started his first business in Santa Monica. The consulting firm was dedicated to streetwear and brand management, later adding accounting and financial services.
After a successful exit from the firm Greg was the COO for Undefeated, CFO for The Hundreds and CRO for the Bleach Group, a private equity holding of Breakwater Investments, LLP. He successfully managed capital raises, exits while always creating value for stakeholders and maintaining a broad industry network. Partnering with local legend Jim “Reddog” Muir and the classic skateboard brand Dogtown - today he participates in the brand, selling consumer branded products worldwide.
In 2013 and after 35 years as SM Pier Seafood, Greg and his wife took the helm of their family business re-naming the Santa Monica Pier mainstay The Albright, in reference to the nautical Albright Knot which symbolizes tying together two generations of legacy business. Yunnie and Greg modernized and streamlined the brand while preserving the restaurant’s original atmosphere and character.
The Morenas and their team at The Albright have been trailblazers in sustainability and greening efforts. Recognized as the first sustainable business on the Pier and awarded the SQA Grand Prize award and Stewardship of the Natural Environment Awards, The Albright remains focused on a triple bottom line framework - customers, staff and community. While successfully creating a green movement on the Pier, in 2018 they preempted AB1826 and continue to divert more than 1mm pounds of organic waste from landfills annually. In 2023 Greg was installed to the incredible board of Heal the Bay, a lifelong dream furthering his environmental activism.
Further engaging in the restaurant industry Greg acquired Rusty’s, the bar and restaurant next door to The Albright. Soon thereafter partnering with long time friends from the fashion industry in Uncle Paulies Deli, the unique fashion icon and deli concept, they serve sandwiches in 3 locations in Los Angeles and apparel worldwide.
Alongside his successful entrepreneurial career Greg continues to faithfully serve his community. Immediately after graduating Greg returned to volunteer and coach football and track at Santa Monica High School. As a college football player Greg experienced the world of NCAA athletes and in 2022 founded Athletes 2 Entrepreneurs (A2E), a non-profit organization serving student athletes. A2E was instigated by the new NCAA - NIL rule that provides College athletes compensation for their Name, Image and Likeness.
For more than a decade Greg has been an integral part of Career Day at Samohi, preparing youth for their future careers, bringing his fashion industry friends to impart their wisdom and inspiration. Following his love for workforce development, local and small business economics, in 2018 Greg was elected to the Santa Monica City Council and today serves as the Chairman of the Chamber of Commerce. Additionally founding an effective local PAC he also co-founded Metalect, a political web3 company that continues to support local political efforts, now within the web3 community.