Rich Firato: South Valley mourns ‘benevolent pirate’ who gave generously to community

Rich Firato built pirate wonderland in backyard

By Marty Cheek and Robert Airoldi

Photo courtesy Firato family

Rich Firato, the Morgan Hill legend who transformed his backyard into a pirate’s paradise, died Aug. 22 at age 64, leaving behind a legacy of volunteerism and swashbuckling whimsy that touched thousands of lives across the South Valley.

Known for his larger-than-life personality and tireless dedication to local causes, Firato’s unexpected passing has left a void in a community he spent decades working to improve. The cause of death is assumed to be a heart attack.

Born in San Jose Aug. 13, 1960, Firato grew up in Willow Glen. His family owned the iconic Firato Delicatessen until its closure in the late 1970s. He graduated from Willow Glen High School in 1979, where he met his future wife, Julie, two grades behind him.

“He was always for the underdog. Always,” Julie Firato recalled of their high school days.

In high school, Rich played sports, excelling in basketball, football, and baseball (his true athletic passion). In later years, he continued his sports activities, winning countless trophies as a go-kart and stock car racer.

The couple married two years after Julie’s graduation and started a janitorial business together in 1983, which they ran for more than 40 years.

The Pirate

Rich Firato with actor Jeff Goldblum who visited Rich’s pirate-themed backyard for a Disney+ show hosted by the actor. Morgan Hill Life file photo

Rich’s path to becoming Morgan Hill’s beloved buccaneer began when the family moved to their current home along Hill Road in 2000. What started as a small project to renovate a backyard hut gradually evolved into “Morgan’s Cove,” an elaborate pirate-themed wonderland featuring at its heart a one-third replica of a Spanish galleon. Constantly adding to the private park as he hand-built it for 24 years, Rich branded himself “the benevolent pirate” and welcomed many locals to take a tour and be amazed at marvels around every corner — including grinning pirate skeletons and fake pirate gold doubloons.

“Little by little, it was a labor of love,” said Nick Firato, Rich and Julie’s son. “He had passion.”

The backyard attraction gained national attention when it was featured on the Disney+ show “The World According to Jeff Goldblum.”

“Jeff was really blown away by the tour,” Julie shared about the “Jurassic Park” actor’s visit.

Rich and Julie wrote and published together two fiction books based on Morgan’s Cove. The novel “Before the Hurricane” and the children’s book “Dartanian the Day Dreamer” take readers back in time to sail on the ship “The Lady Morgan” and enjoy swashbuckling adventures.

Beyond his piratical pursuits, Rich stayed deeply involved in community service. He was active in the Rotary Club of Morgan Hill. As a leader on the board of the Morgan Hill Chamber of Commerce, he played an instrumental role in expanding the organization’s Friday Night Music Series. His volunteerism extended to reading to children at local elementary schools, often dressed in full pirate regalia.

Rich and Julie Firato on vacation in Hawaii. Photo courtesy Firato family

Earlier this year, the Firatos established the Morgan’s Cove Foundation to provide educational experiences for children. The family worked with local leaders through the umbrella nonprofit Morgan Hill Community Foundation in creating the new nonprofit.

Run by Nick’s wife, Jessica Firato, it has the mission to use the pirate-themed facilities for fieldtrip tours. Students discover the story of English privateer Sir Francis Drake’s adventures along the California coast, the history of the South Valley, and Morgan Hill’s very own hidden treasure, the poppy jasper gemstone only found in this region.

“He wanted this place to live on longer than him and bigger than him,” Nick explained in saying the nonprofit would continue. “He wanted it to be a historical landmark.”

Rich’s impact on his community was so significant that there are talks of renaming the downtown amphitheater at the Community and Cultural Center’s plaza in his honor, according to Julie.

Known for his larger-than-life personality and boundless generosity, she said, Rich lived by the motto: “I don’t want to be a hero. I want to be a legend.”

“The guy gave 150 percent to everything he did,” Julie affirmed.

Community Comments

Photo courtesy Firato family

Gilroy resident Mattie Scariot worked closely with Rich on the Poppy Jasper International Film Festival. He served on the festival’s board of directors and even ran the festival one year.

“He’s just been a huge supporter of the film festival. Since I took over, he’s been incredible to me,” Scariot said. “I’m still in shock about his death. I’m still can’t quite believe it. He’s just somebody who whatever he touched turned to goal. If he got involved in an organization or event, it would do well. There was just that magic about him that made everything better.”

Rich opened Morgan’s Cove to filmmakers who enjoyed touring his pirate village. One of the reasons Scariot believes the PJIFF recently received the honor of “25 Coolest Film Festivals in the World” from “Moviemaker Magazine” is because of the pirate-themed venue.

“It just blew the filmmakers away and it was all they could talk about through the rest of the festival,” she said.

Former Morgan Hill mayor Steve Tate, a member of the board of directors for the Boys and Girls Club of Morgan Hill, described Rich as a true leader who did much to help young people.

“Morgan’s Cove was his passion and he recently established his foundation to use it to educate fourth graders on tying knots and pirate/treasure history and some of our local uniqueness,” he said. “The kids loved him and he returned it. He was in his element giving tours.”

Tate never heard anybody say a bad or negative word about Rich, he said.

Photo courtesy Firato family

“That says a lot about him, his love of family and of community,” Tate said. “He will be remembered as the Pirate of Morgan Hill, but he was so much more — truly a giant who will be sorely missed.”

At Morgan’s Cove fundraisers over the years, Rich helped his friend Terry Moriyama purchase animal respirators for her Air for Paws nonprofit. His passion for helping others was evident in how he and Julie opened their home and heart to causes that benefited people and pets.

“Rich’s spirit was truly one of a kind  —  his generosity extended beyond just financial contributions; he gave his time, energy, and unwavering support,” Moriyama said. “His impact on Air For Paws is immeasurable, and we are forever grateful for the legacy he leaves behind.”

Rich was locally famous for bringing a sense of fun and enthusiasm to everything he did as Morgan Hill’s pirate, she said. This playful yet committed approach extended to his many volunteer activities, where he was a tireless supporter of various causes.

“His ability to blend leadership with camaraderie made him a beloved figure in every organization he touched,” she said. “Rich’s larger-than-life personality was marked by warmth, humor, and a deep sense of responsibility toward his community.”

Morgan Hill Mayor Mark Turner portrayed the loss of Rich Firato as a sad time for Morgan Hill residents. His kindness and encouragement was well known and his death leaves a void in the lives of people he impacted.

“Rich meant a lot to a lot of people.” Turner said. “If someone didn’t know Rich by name, you just simply had to say, ‘You know … the pirate guy.’ He had a way of providing encouragement if you were down, seeing the opportunity when others didn’t see a way, and was willing to step up whenever there was a need.”

As the community mourns the loss of their beloved pirate, Nick Firato reflected on his father’s journey:

“You think about his story,” he said. “You come from nothing and you build your business as an entrepreneur and then you get involved in the community, and then you figure out a way to give back. And then creating something that is everlasting — that’s the American dream right there.”

Rich leaves behind a loving family, including his mother Marie Firato; older brothers Robert and Al Firato; wife of more than 40 years, Julie Firato; children Nick Firato, Alyssa Firato, and Giavanna Orta; and six cherished grandchildren. His family was a constant source of inspiration for his community efforts and creative endeavors.

 

“Farewell, Benevolent Pirate!”

In Morgan Hill, there’s a tale to be told

Of a man named Rich, with a heart of gold.

He built a world of wonder and delight —

A pirate’s paradise, such a marvelous sight!

 

Rich Firato — a benevolent pirate bold

Sharing his treasure with young and old.

Morgan’s Cove, his dream come alive,

Where imagination and kindness thrive.

 

From tropical isles to a Spanish Galleon grand,

Twenty-five years of work by his own hand.

The friendly swashbuckler in costume stood tall

To his buccaneer village he welcomed all.

 

One movie sparked a passion so bright —

Pirates and adventure, oh, what a sight!

Now school kids came to learn and play,

Visiting Rich’s world of wonder every day.

 

Rich sailed away on his final tide,

Leaving Julie and loved ones by his side.

His legacy of wonder will long survive

A Peter Pan man, his dreams will stay alive.

 

In Morgan Hill, a legend’s tale is told

Of treasure found — not of silver, not of gold.

A world of wonder, born of pirate dreams,

Where joy and laughter flowed in streams.

 

His ship may sail beyond our sight

But his magic lingers in morning’s light.

Rich’s spirit lives on, a guiding star so bright.

His legacy endures to inspire us day and night.

 

Farewell, Benevolent Pirate! Farewell!

Poem by Marty Cheek, publisher of Gilroy Life