We lost a true Texas treasure on Nov. 18 with the passing of travel industry titan and Texas Highways founder Frank Lively at age 90. In May 1974, Frank repurposed an internal highway department publication into a travel magazine—in his words, a “showpiece for Texas.” Within a year, the Texas Legislature had named the 33-page monthly “The Official Travel Magazine of Texas,” declaring that “every effort be made to enlarge its growing family of readers.”
“We learned that our readers like articles about history, scenery, travel, and wildflowers,” Frank often said. “We placed a lot of emphasis on top-notch photographs, and we always put the reader first.”
Frank’s love of Texas and Texas Highways readers did not end with his 1990 retirement. Always frank and lively, his legendary letters to the editorial staff on yellow legal paper continued for decades and reminded us to stay true to our roots. Frank’s wisdom, wit, and energy remain unmatched, but his devotion to the Lone Star State will live on in these pages.
Know of any fascinating vintage Texas photographs? Send copies or ideas to [email protected].
