Writing Journey with Marika Flatt

Since its inception nearly 10 years ago, Texas Lifestyle Magazine’s mission is to inform readers about “everything that makes living in Texas great,” covering travel, dining, wine and spirits, entertainment, and prominent Texans. The magazine doesn’t aim to compete with regional publications focusing on politics and other serious topics. Instead, it stays true to its tagline, promoting the enjoyable aspects of Texan living.

Marika Flatt’s writing journey took off 20 years earlier with Austin Woman, a local magazine she joined at its inception, where she pitched her first travel article. Over the next decade, she continued freelancing, eventually landing the role of travel editor for Austin Lifestyle Magazine, the predecessor to Texas Lifestyle Magazine. Her passion for her work and the great state of Texas led her and her husband to partner with the previous owner of the magazine, expanding it statewide to form Texas Lifestyle Magazine. Marika Flatt has been gracious enough to speak on her journey.

Grayson Mask: Where did your passion for writing begin?

 Marika Flatt: My career journey spans over two decades, beginning with travel writing, which I’ve been passionate about for nearly 21 years. Originally, I had planned a career in TV broadcasting, which even led me to intern at the NBC affiliate in Dallas during my college years. However, upon graduation, I pivoted into a publicist role in the literary sector.

I’ve always been a natural connector, and when I heard about the launch of a local magazine, I jumped at the opportunity. They needed writers, and I was eager to contribute. The first piece I pitched to them was about a trip I was planning, marking my entry into travel writing in the fall of 2002.

I freelanced for almost a decade before landing the position of Travel Editor at Austin Lifestyle Magazine. The journey didn’t stop there. We transformed Austin Lifestyle Magazine into Texas Lifestyle Magazine, a statewide venture I embarked on with my husband and the owner of the previous publication. That was nearly a decade ago, and we are currently celebrating our 10th year. Our magazine’s mission is to highlight the unique joys of living in the Lone Star State. We cover a diverse range of enjoyable topics from travel, dining, wine, spirits, entertainment, and spotlighting exceptional Texans. We steer clear of heavier topics like politics and social issues, preferring to focus on the pleasantries of life instead. This focus has been integral to my journey as a travel and lifestyle writer in Texas.

GM: Have you always been a fan of traveling in Texas?

MF: From the beginning, I’ve always been passionate about travel, not just within Texas, but also nationwide and globally. In fact, we cover all kinds of travel in our magazine.

Before the pandemic, I hosted a segment on Texas Standard, our statewide NPR program, called “Weekend Trip Tip,” focusing exclusively on Texas travel. Currently, I still make appearances on Texas TV stations to discuss travel topics (including “Good Morning Texas” our of WFAA in Dallas). Sometimes, I concentrate solely on Texan destinations, like in an upcoming two-part series on Spectrum Austin News. However, the themes can vary. For instance, on July 5th, I’ll be on Good Morning Texas discussing travel recommendations for different types of travelers.

Travel has always been a love of mine. My early travel experiences mostly revolved around economical camping trips, but after college, I began exploring more independently. What captivates me most is the spirit of discovery, of unearthing hidden gems that aren’t the usual tourist hotspots. Take my recent trip to Seattle, for example. Rather than focusing on well-known attractions like the Space Needle, I chose to highlight lesser-known yet fascinating places like the Seattle Glass Blowing Company. I discovered that most of the glass produced in the U.S. originates from the Pacific Northwest, which was truly intriguing. Being able to see and share the process behind glass creation was an exceptional experience.

GM: Was it a dramatic change going from Austin Lifestyle Magazine to Texas Lifestyle Magazine?

MF: Your question about the transition from Austin Lifestyle to Texas Lifestyle Magazine is quite insightful. Originally, travel writing for Austin Lifestyle was more of a hobby for me, alongside our primary business, PR by the Book, which my husband and I run. However, when we started Texas Lifestyle Magazine, the scenario changed significantly. My hobby transformed into a side hustle, making my schedule considerably busier. In fact, I often find myself working seven days a week. But as demanding as it sounds, it’s incredibly fulfilling because I’m immersed in work that I genuinely love. Despite the weekends being filled with writing articles, creating social media content or visiting a location I’ll be writing about, I find it enjoyable. The transition was indeed dramatic, shifting from a leisurely pastime to a bona fide job, but it’s a change that I have embraced and continue to appreciate.

GM: When it comes to distribution for Texas Lifestyle Magazine, does the magazine primarily focus on physical copies, online articles, or YouTube content?

MF: As for the distribution of Texas Lifestyle Magazine, we only focus on digital mediums. We discontinued our print version during the COVID pandemic and now publish a new article every day from Monday through Friday on our digital platform. In addition to the online publication, we also emphasize our presence on various social media platforms like Facebook, Instagram, LinkedIn, Twitter, and YouTube. Furthermore, we maintain regular communication with our readers through a bi-monthly newsletter that’s sent out to our subscribers at no cost. Creating and appearing in TV segments is another significant part of our outreach strategy. Preparing these segments involves extensive preparation, studio visits, and much more. We believe in the power of partnerships and collaboration with other media outlets, as we view this as a mutual growth opportunity – a rising tide, as they say, lifts all boats. In essence, our primary goal is to expand our readership through these varied channels of outreach, be it social media, newsletters, or television segments.

GM: What have been the biggest changes within the previous 10 years for Texas Lifestyle Magazine?

MF: Yes, you’ve touched upon a pivotal point. Our evolution from primarily a print magazine to a digital platform represents a significant shift in our approach. Still, our core mission remains the same: to celebrate and spotlight everything that’s wonderful about Texas. Given our state’s size – the second largest in the country – and distinct culture, there’s an abundance of remarkable elements to explore and share. Although we continue to cover various lifestyle aspects, travel is our specialty. From the beginning, we aimed to be a valuable resource for Texans, helping them discover new destinations and experiences to add to their travel wish lists. Social media has also become increasingly critical to our work over the years. This is not just about pushing content, but it also marks another phase in our evolution. In the last five years, we’ve seen a shift from brands hiding behind their logos to showcasing the real people behind the scenes. Readers now want to see the human perspective, the individuals experiencing these journeys, dining at these restaurants, or tasting these wines. It’s no longer solely about polished, magazine-like images; it’s about authenticity and relatable human experiences. That’s a change we’ve embraced and continue to reflect in our approach. 

GM: Has there been any favorite spots that you’ve visited? Would there be any future locations you would love to tour?

MF: One question I always enjoy answering is about my favorite travel destinations. Recently, I had the fantastic opportunity to cruise to Alaska with Princess Cruises. It was an extraordinary experience, not just due to the cruise line but also because of the incredible sights and ports in Alaska. In terms of cruise lines, though I don’t exclusively cruise, I do have a fondness for Windstar Cruises. Their ships provide a more intimate experience due to their smaller size, making it feel more like a grand yacht than a typical cruise liner.

Mountain Lake Lodge in Southwestern Virginia is another destination I cherish. For someone like me who grew up loving the movie ‘Dirty Dancing,’ this place, where the movie was filmed, holds a special charm. Internationally, I adore cities like Athens and London, each with its distinct culture and charm. Within Texas, Fredericksburg stands out as one of my favorite places to visit. As a wine lover, I appreciate the town’s reputation as Texas’ wine Mecca. The beautiful countryside and fantastic restaurants, like Vaudeville, make the experience even more enjoyable. Georgetown, located just north of where I live, is another local favorite. Its quaint town square, great restaurants, and relaxed spots for drinks make it an ideal place for a day out. Grapevine, located near the DFW Metroplex, is another top recommendation. Despite its location within a busy metropolitan area, Grapevine manages to maintain a quaint small-town feel. Watching planes fly overhead from DFW adds a unique appeal, reminding you of your proximity to the Metroplex while enjoying the charm of a smaller town. In short, these are a few of my favorite travel destinations and recommendations, each with its unique attractions and charms.

As for future travel plans, I have several destinations on my bucket list. Firstly, I’ve always been intrigued by St. Bart, a charming island that I’m looking forward to visiting this August.

In addition, the cities of Montreal and Quebec in Canada have also piqued my interest. I’ll be embarking on a Holland America cruise this year to explore these regions. While I’ve spent considerable time in British Columbia, I’ve yet to explore the eastern side of Canada, making this journey particularly exciting for me. France is another country I plan to explore within the next year. Despite having visited Italy twice, there’s still much more I want to see, and I’m likely to revisit. These are just a few of the many destinations I wish to experience. The list is virtually endless, as there’s always another fascinating place waiting to be discovered.

GM: Are there any main goals for the Texas Lifestyle Magazine moving forward?

MF: Sure! We’re currently launching a significant campaign to connect with our fellow Texans in celebration of our 10th year. Our goal is to remind everyone that we’re a homegrown family business in this state, dedicated to enhancing people’s lives by showcasing everything that makes living in the Lone Star State exceptional. This campaign will kick off soon.

Furthermore, we’re expanding our media partnerships, with our upcoming two-part series on Spectrum News representing a new collaboration we’re thrilled about. We’re constantly identifying potential media partners to broaden our reach. We’re also investing time and energy in our YouTube channel and our Instagram reels, aiming to diversify our video content. We recognize that visual content reigns supreme these days, given people’s relatively short attention spans. While it can be challenging to engage someone with an 800-word article, a 45-second reel on Instagram is more easily digestible. Therefore, we’re working diligently to deliver our content to our audience in various engaging formats. I’m thrilled about these developments.