Letter of the Month – So You Want to be a Food Writer…

Anton Ego and Jesse Eisenberg: some notes on the presumed objectivity of critics | MZS | Roger Ebert

Ed. note: Every week we get e-mails, DMs, texts, etc. asking for our favorite (fill in the blank) __________, steakhouse, sushi, dim sum parlor, high falutin’ French, you name it. We’re always happy to send advice along, but none of those make us think the way Jessica recently did:

Dear Mr. Curtas,

For the last 10 years I have followed your works. Dreaming of the indulgent, and exquisite food you have been blessed to eat. Now, at just shy of 30 years old; I have finally decided on a career change. From being the youngest person in the state of Indiana to get my cosmetology license. To then being a stay at home mother. I have finally decided,  after decades of loving food, cooking and eating. I want to write about, and share my food experiences, like yourself.
 After doing research on how to start, it seems quite daunting.
At this point you must be wondering why I am even bothering you. I would like to ask your advice. What is a good way to start out in the field? Should I go straight to social media? Should I be blogging? Should I make Tic Tok and YouTube videos? Do I need a shtick  (like I only eat at certain types of places)? Any advice you are willing to bestow upon me, would be more then welcomed!
Sincerely,
Jessica
<<<<<<<<<<<<<<<<>>>>>>>>>>>>>>>
Dear Jessica,
I’m going to give you two answers – one short (sort of) and probably along the lines you are looking for, and the other, another in a long line of my logorrheic lamentations on my alimentary ascriptions.
Answer #1:
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The first thing I would coach you to do is look around and then look inward. What are you really passionate about? Is it cooking? Eating out? Do you love something about your family’s food history that you’ve always wanted to share with others? Do you have family recipes you are proud of? Are you an avid baker? Does the thought of hunting down a great food truck quicken your pulse? Or do you dream of gourmet meals in dressed up settings?
This is a long way of saying yes, to get followers and be successful at this (however you define success) you will need a point of view and a shtick….but that shtick should always be an extension of who you are.
Then, I would look around where I live and check out who is covering the food scene. Check local magazines. Google local food bloggers. Check out TikTok and Instagram and see who is posting a lot in your area. And podcasting. Hell, even check out “elite Yelpers” and find out what they’re talking about.
Like any worthwhile endeavor, you have to start small. The greatest chef began making bread at his grandmother’s knee. The Hall of Fame ballplayer was once in Little League. Search for a niche in an area you love and see what unique voice you could bring to the subject.
Define what is special about your love of food and approach it from that angle. Use others for inspiration but try to find what makes your love of food unique to you and then figure out the best way to share it with others.
As for social media, I’m all for it, even if, for writers like me, its explosion has been more akin to what that asteroid did to the dinosaurs. TikTok is for youngsters (sort of) and those with the time (and skill) to produce short videos. Nothing against gloppy cheese pulls and humongous tacos, but there’s a gazillion TikTokkers and YouTubers out with whom you will be competing. Distinguishing yourself is going to be mighty hard. But if videos are your thing (and for those under 40, they seem to be), have at it. The learning curve isn’t that steep, but you have to do whatever you do consistently. The food landscape is littered with people who wanted to blog, or podcast, or post about food on some site, and then flamed out after a few months. The only way to build a following is to be a constant presence on whatever venue you choose, and hope that word of mouth increases your visibility.
Instagram is simpler, and becoming easier (either for still photos or videos), with the added bonus of now being more realistic and less concerned with professionally-polished content. As a recent article in Eater put it:
“The things that I see in photos now are really more of that photo dump style,” says Maggie. “It’s less of the perfectly curated marble studio and more interest in my actual kitchen that I actually cooked in.”
All of which bodes well for klutzy amateur food photogs like us, who simply want to get people excited about the foods we love.
To summarize: Find a shtick you love and shtick with it. Pick your platform and go nuts. But always be yourself.
If you truly want to write about food, the climb is much steeper and the audience much smaller, as you can read below…
Answer #2:
Best Galloping Gourmet GIFs | Gfycat
(Let’s discuss our days as a galloping gourmet)
Before I begin doling out the infallible, inspiring, and unerringly erudite advice for which I am known, let me begin by noting that the landscape has changed dramatically since I began my career in food, no more so than in the past decade. The following is a much longer overview of my food writing trajectory (over ground which has been plowed before), to give you a little history on the subject of food writing, and perhaps some guidance.
I do not know how well you write or how much you intend to do it. I used to say that to be a good food writer you had to cook a lot, eat a lot, travel a lot and read a lot. The past ten years have relentlessly, systematically dismantled each of those (supposed) pillars of knowledge. Now, all you have to do now is know how to manage a social media account, none of which have anything to do with the written word. Cooking knowledge, eating adventures, and traveling experiences have also taken a hit, since with the swipe of a finger, a person can sound like they know all about Hong Kong dim sum parlors, or the best pastrami in New York.
Back in the Late Cretaceous period, you had to put in the work. Now, all you have to do is…
Fake It Till You Make It Emily GIF - Fake It Till You Make It Emily Emily In Paris - Discover & Share GIFs
(No passport? No problem.)
….which seems to be the motto of your generation (sorry).
Writing is rapidly becoming a lost art, right down there with toad doctors and drysalters, Though it may be an endangered species, for forty years of my life, the written word was the only way to communicate about food. In cooking, home cooks used to have to decipher impenetrable prose to learn a recipe from a printed page. This was how people were taught for over a century. Now, you can learn everything from mille feuille (puff pastry) to how to butcher a whole pig from a YouTube video.
Writing is hard. A real pain in the ass. (The classic saying is: writers hate writing but love having written.) Writing is its own reward, but you have to be driven to do it, and do it all the time. You can no more be an occasional writer (about food or anything else) anymore than you can be a good part-time violinist.
If you want to write about food, it helps immensely to be a good writer first. One can learn to write well, but as with music and sports, it helps to have a facility for it, and to start young. I knew I could write about food before I ever started doing it. I knew it in the way a good athlete knows from the beginning that they can play their sport. But as with golf (my favorite sport), even if you’re good, you have to keep at it, and even with constant practice, it can be frustrating.
Reading and writing are exponentially harder than talking and listening, which is why there are 2.4 million podcasts out there, and also why so much food media has taken to visual and spoken word platforms. Posting videos beats the pants off of slaving away for hours at a keyboard trying to think of entertaining ways to describe a dish or a meal. This is not to say producing YouTube content or podcasting is easy, but it ain’t as hard as churning out a thousand entertaining words about a restaurant.
Precious few people now want to read about food anymore than people want to write about it. The internet has created a race to the bottom, with both media and customers feeding off each other (PUN. INTENDED!) by demanding less and less in the form of thoughtful content — the triumph of unbridled narcissism over gastronomic rumination.

Well That Didnt Go Well Julia Child GIF - Well That Didnt Go Well Julia Child Julia GIFs(Mr. Curtas’s less-than egg-cellent TV career hit a snag when they discovered he had a face made for radio)

In the beginning, there was nothing insidious about social media platforms. They were convenient and free and immediately brought millions into the world of good food, nutrition, and better eating. In the space of this century they made more knowledgeable consumers out of an entire generation. I called this the Age of the Blogs (2002-2012) and what others have called the “good internet” or the Golden Age of the Internet — when people sought out websites and in-depth information about everything from pizza to politics.

Once Facebook took off though (around 2010), followed in short order by Instagram (in 2014 ) most blogs got plowed under by the sheer mass of two sites where everyone could get their news, info, pictures, and friends without ever having to leave a web page (cf. search engine optimization).

The rise of social media further combined to (almost) obliterate the mainstream food media where I made my reputation. Ten years ago, you could find me all over old school venues and some social media. Now it is just the opposite. I made my name by writing — first with radio commentaries (about food and restaurants), and later in print periodicals, which led to this website, TV appearances and eventually to my book (shameless plug alert!): EATING LAS VEGASThe 52 Essential Restaurants…
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The big national food magazines now exist only as a memory. Most local periodicals have either thrown in the towel, or gone completely to the free internet (with content that appeals to those with the attention span of a housefly). Food TV (what is left of it) has been reduced to ridiculous competition cooking shows. What has been buried under this avalanche of information are pearls of  wisdom. (MIX! THAT! METAPHOR!) Expertise is no longer valued. Now people want short, sweet and sexy — easy-to-digest info better at grabbing attention than making you think.
It is into this world you will step, Jessica:.
Tomato food pizza GIF on GIFER - by Feloril
Thus is the food media world now paradoxically saturated with content and starving for substance. Most media is either pay-to-play (advertorials disguised as journalism), or the kind of “influencer” nonsense (pretty pictures and gooey videos) designed to advertise to Yelpers.  Getting paid to write anymore is a pipe dream. The few of us who still get freelance gigs are doing it for peanuts. The number of food writers in America who actually draw a salary they can live on would probably fit around my dining room table. The days of Anton Ego are long gone.
So, whatever you do, dear Jessica, do it for yourself and no one else. The best a young person can hope to do in this climate is to develop an audience through social media, and then cultivate some kind of content-creating gig that will pay enough to subsidize your culinary appetites. But keep in mind, you will never be good at what you do, if you are only doing it for the clicks, or the $$$, or  the free food.
Final Thoughts:
Best Anton Ego GIFs | Gfycat
In his excellent essay on the essence of criticism, H. D. Miller writes:
Anton Ego has a pure soul. He is someone who cares only and exclusively about art (in this case cookery). He knows what is good and suffers enormously from what is bad. This is close to what I mean by “critical sense”, that the critic knows, deeply knows, the difference between what is good and what is not and is emotionally affected by it.
The job of a good critic is to educate, not simply appeal to the lowest common denominator. You must be in love with what you are writing about, and you should want to relentlessly share you passion with others. Without that level of emotional commitment, you will most certainly fail. With it, you will always find the devotion to keep going, no matter how large or small your audience.
I have always written for me, or someone like me. Every word — going back to my first radio scripts of 1994 — has been aimed at an avid home cook with an insatiable love of restaurants, travel, food and drink. I write for someone who gets as excited by a good cheeseburger as they do about a life-changing gourmet meal. Most of all, I have written for that person who wants to eat the best food, in the most authentic places, wherever they find themselves. Who wants to know why this taco is better than that taco, or why some famous chef isn’t worth your time or money, while some unknown cook, slaving to make the rent, is worth a trip — sometimes across town, sometimes across an ocean.
This is the best advice I can give you: think about who you are and what you love. Write, blog, podcast or produce something in whatever format for the person you are, and for an imaginary person just like you, who gets as excited as you do about whatever it is you are talking about. Do that and you will find an audience who appreciates you for all the right reasons, no matter what its size.
Best and bon appétit,
John Curtas
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Las Vegas Book Festival – This Saturday

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I look great, don’t I? Especially when photographed at distance, through a mayonnaise jar.

Wait til you see me in person this Saturday at noon, at the Las Vegas Book Festival.

Thankfully, I’ll be on a stage, far away — just me, a microphone and three people (Lotus of Siam’s Penny Chutima, Rosa Ristorante chef/owner Rob Moore, and Eric Gladstone, the brains behind Vegas Unstripped) flapping our gums and chewing on the Las Vegas restaurant scene.

If you follow the Book Festival, you might’ve heard that super-chef and PBS star Hubert Keller was originally scheduled as a headliner, to be interviewed by me, about his life in food, his cookbooks, and his presence on the Las Vegas Strip restaurant scene. Unfortunately, his mother passed away last week (I can relate!), so three of our town’s major players have agreed to pinch hit and come together for a lively discussion about what it means to run a restaurant in the challenging culinary landscape of Las Vegas.

I’m just there as eye candy…

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…but I promise, there will precious little of the “how did you survive Covid?” b.s. that everyone is tired of these days.

Instead, we’ll be sharing secrets, settling scores, and giving you an insider’s perspective on:

Tik Tokkers: Should they all be shot?

How much red sauce is too much red sauce?

Trends that need to end.

How do you tell a bad Thai restaurant from the greatest one in America?

Has Martha jumped the shark?

Is there hope for Henderson?

Now that the Strip officially sucks, what’s next for the neighborhoods?

What wine goes best with a huge ego?

You get the picture.

Come one, come all. It’s free and I promise to sound reasonably sober. and look even better than I do in that little pic above.

Once the conversation ends, I promise you, the drinking will begin.

Downtown Las Vegas, at the Historic Fifth Street School (whose address in actually on Fourth Street – 401 S. 4th St. to be precise). This Saturday at 12:00 pm noon.

Audience participation will be welcomed….even from “influencers.”

Meet You There GIFs | Tenor

Of Cabbages and Kings…and Pizzas and Pia Zadora

The Wisdom In Carroll's Nonsensical Poem, The Walrus And The Carpenter – The Wisdom Daily

‘The time has come,’ the Walrus said,

‘To talk of many things:

Of shoes – and ships – and sealing wax –

Of cabbages and kings

And why the sea is boiling hot –

And whether pigs have wings.’

The Walrus and the Carpenter, Lewis Carroll

Image(And all the little oysters stood, and waited in a row)

Oyster season is upon us. The days in Vegas aren’t quite so hot; and the nights are even a bit cool. Spirits brighten, paces quicken, appetites increase, and Las Vegans come out of their shells, as do bivalves…inasmuch as the latter involves being on the end of an oyster fork.

Summers you see, are for hibernating, both for certain shellfish, and people accustomed to enduring 108 degree heat for weeks on end. Oysters mate in the summer (and get watery and flabby in the process), while residents of the High Mojave do the same, at least as it involves staying in our air conditioned shells, or in a swimming pool, as much as possible.

Every year, almost like clockwork, we get hungrier on September 15th. Labor Day may be the unofficial end of Summer, but for us, the weather always seems to break about two weeks later. Sure, the hot days don’t disappear entirely until mid-October, but as soon as we feel a nip of cool in the morning, we start celebrating. And by celebrating we mean going out to eat like a starving man attacking a banquet.

Through happenstance as much as planning, this year we found ourselves overwhelmed by Italian, suffused with seafood, and awash in oysters. Below are some impressions of our more noteworthy meals…and by “noteworthy” I mean ones we either loved or hated.

Image(Never eat ‘ersters in any month without a paycheck in it)

Like the Walrus and the Carpenter, we eagerly await the arrival of plump, firm ‘ersters from both coasts, and the best and freshest collection in town can usually be found at the Water Grill. Unlike the Walrus, we feel little guilt in luring a couple of dozen of these eager little creatures into our greedy maw. Instead of poetry and persuasion, we use cash…in this case around $42/dozen. Stick with West Coast is our usual mantra: they have traveled less and have more of the mineral-rich salinity we look for. The WG may be part of a chain, but it’s a chain restaurant with sole…that knows it plaice, and hasn’t floundered since landing on the L.A. scene 30 years ago.

After gorging ourselves on Fanny Bays and Indigos, we next found ourselves inundated with Italians. (In case you haven’t noticed, Vegas is lousy with Italians these days.)

An old friend met us at Piero’s for a birthday party (and we stayed for a bite); another epicurean acquaintance lured us back to Lago; everyone said Amalfi was amazing, so we had to see for ourselves. Then RPM opened for lunch, and of course we had to go. In between all these, we also squeezed in multiple lunches at Cipriani, a lunch at Esther’s Kitchen, and dinners at Milano and Rosa Ristorante. Between the eight of them, we noshed on enough noodles to numb a Neapolitan.

But you do not come here to hear about our digestion, dear readers, you come for the piquancy of our opinions. So let us get straight to the nitty Pecorino.

SHIPWRECK

Image(All show no dough)

Lago has always suffered from unfortunate nautical design that puts one in mind of a cruise ship. Which is fine if you like dining with people whose idea of culinary adventure is a carving station with a salad bar. There is truth in advertising, though, because the food here lives down to the decor.

The cheesy design also commits the sin of raising expectations. “You’d think with a contraption that impressive, they’d turn out something less crappy,” one of our companions  observed after being confronted with a pizza oven that had to cost more than a Ferrari, and is the size of a walk-in closet (above). Another dining companion (let’s call him the Restaurant Pro) said: “If they were serving this stuff in a neighborhood Eye-talian joint, you could forgive it.” What he referred to was a meal of seven different items, each more sloppy and less worth it than the first

What is unforgivable is a mini “pizzette” tasting as if the Pillsbury Dough Boy poured a thimble of so-so sauce on a saltine:

Image(Fuggidabadit)

….followed by gloppy, overpriced pasta, pedestrian, puny panzanella (bread salad), and pathetic chicken parm (see below) — the whole tourist-trapping shebang aimed at separating the credulous from their cash.

Lest you forget, Lago is located smack dab in the center of the Bellagio — a hotel which once had the greatest assortment of restaurants in Las Vegas, and maybe the world. It replaced Circo, a gastronomic gem of design, wine, solicitous service and Tuscan excellence. All Lago is servicing is the bottom line.

Sirio Maccioni must be rolling over in his grave.

Image(Somewhere, Vital Vegas is salivating)

If you’re interested (and you shouldn’t be), lunch for five, with tip and a single, modest bottle, set us back a cool $411. This included seven tubes of rigatoni for $32 which in quantity and taste would’ve been a perfect meal for a three-year old.

LET’S GO FISH

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Amalfi by Bobby Flay was a pleasant surprise, and RPM blew us away so much we can’t wait to return for dinner. Both feature by-the-numbers fare, with nothing to scare, tweaked here and there to give the place some flair.

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The whole point of Amalfi is pesce, and it takes its template from Milos by pricing fish by the pound and letting you choose it from a display at the back of the restaurant:

Image(Bobby’s wet dream)

As with Milos, the fish is impeccably fresh and eyebrow raising-ly expensive (although we noticed a couple of species priced a buck or two/lb. less than at Milos). Appetizers toggled between ordinary (tuna tartare) to interesting (lemon-oregano prawns) to impressive (soft scrambled eggs with bottarga and tomato toast). Pastas were surprisingly astonishing, with a spaghetti limone that was loaded with Dungeness crab, and pasta “rags” (below) that showed spice, brightness, and restraint.

Image(From rags to richness)

These pastas prey among the pecunious, though, as they’re priced from $28-$38.

As splendid as the food was, the crowd was even more inspiring, because 1) there was one (it was packed on a hot, Tuesday night); and 2) everyone looked their best, rather than the cargo shortswearing/hat-backwards/flip-flopping/t-shirt sporting/mouthbreathers who usually infest this hotel in summer.

Image(Missing: wife-beaters and Bud Lite)

 

Image(“This guy Curtas says we should get the turbot…”)

If Bobby Flay can motivate people to dress for dinner (and by “dress for dinner” we mean put on a collared shirt), maybe there’s hope for humanity yet.

ENDLESS PASTABILITIES

Image(Classic cheese and pepper)

RPM is the latest Italian upgrade on the Strip, and like its competition, it plows no new ground, preferring to concentrate on quality cooking over cartwheels. One lunch for two people does not a good sample size make, but we found our charred pepperoni pizzette to be almost perfect — a slightly spongy charred crust supporting a thick layer of strong, melted cheese and good sausages:

Image(Cheesy does it)

Look closely (above) and you’ll see dough, properly proofed and baked with just the right amount of a tomato sauce  — smothered in an amalgam of nutty, serious cheese — so vibrant and umami-rich it practically explodes in your mouth. Finding a better mini-pizza in Vegas will not be easy. The cacio e pepe (above) and carpaccio were also first rate, as was the torta meringata, which roughly translates as “baked Alaska.”

Image(Don’t think Alaska the Food Gal to share)

I’d rate the pastas at RPM (carbonara, pappardelle, pomodoro...) as a little more basic than the seafood-forward ones at Amalfi (scialatielli, squid ink fettucine, gnocchi, agnolotti, and the like), as well as being slightly lower in price ($17-$42). Both show real commitment to careful cooking of Italian classics, which is a lot rarer than you’d think in this genre — it being painfully easy to throw any slop on a noodle and have Americans beat a path to your door.

A final bonus: RPM may have the best Italian wine list of any place in town that isn’t named Ferraro’s. Organized by region, it is full of interesting, off-beat bottles at acceptable markups. Only time will tell if they stick with such an ambitious wine program — Vegas is littered with the remains of interesting lists which regress to the mean once the original hoopla dies down, and the incessant demands of satisfying the less adventuresome grabs the bottom line.

Until that happens, you’ll find us scouring it for Sagrantino, Aglianico, Primitivo and all sorts of bottles you won’t find elsewhere:

TIME FOR YOUR PIA ZADORA BREAK…

Pia Zadora Photos (4 of 9) | Last.fm(Pia’s not Fonda Jane )

Why Pia, you ask?

Because Pia Zadora, like Piero’s is a pleasant reminder of days gone by — when men were men, women had big hair, and Vegas wasn’t run by a bunch of bean counters. A time when a young man could make his way in Las Vegas by sheer chutzpah, shameless womanizing, and a tolerance for substance abuse that would make Keith Richards blush.

Or so I’ve heard.

For the uninitiated, Piero’s is a Las Vegas institution I have loved to hate since 1985. Perhaps I am softening in my old age, or maybe the time has come for a reassessment, or maybe I was wearing rosé colored glasses on the night we dined. Whatever it was, it has to be on me, since the restaurant hasn’t changed a thing about itself in decades.

You still valet your car in the port cochere; enter a short hallway leading to the hostess stand; admire the giant chimps adorning the walls; and then find one of two large bars which flank a warren of dining rooms (some cozy, some huge), which are packed with a crowd who thinks nothing of slugging down a few martinis with their marinara.

Film Scene: Mad Max and Pia Zadora bring Savannah film magic(Cheers to you, Pia!)

The pint-sized chanteuse now entertains the conventioneers at “Pia’s Place” inside Piero’s on weekends, and as if on cue, we bumped into her on our way in. She’s starting to shrivel at bit (like all of us), but it’s nothing that muted lighting, pancake makeup, and an appreciative crowd can’t fix. Since sunlight and Piero’s are strangers, everyone can watch her show, and tuck into their (decent) osso buco, and (very good) linguine with clams with the confidence they look twenty years younger in these subdued rooms.

I”m not saying this place is a time warp, but if Dan Tanna walked in sporting poly-quad, triple knit bell bottoms and ordered a Harvey Wallbanger, no one would bat an eye.

Pia’s still belting them out like it’s 1982. Like all of us, she is fighting the ravages of time they only way she knows how: by sticking with what works. Piero’s works, both as a memory and institution. The food won’t win any awards but there’s plenty of it and it fits its clientele like a Tommy Bahama trunk show. The drinks are huge (and well-made) and the servers are always on it like a bonnet. When it and Pia depart this mortal vale, Las Vegas will be a poorer place.

DEEP POCKET DIVING

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Speaking of being poorer for it, if deep sea diving (into your wallet), is how you cast about, then snorkel on down to Estiatorio Milos, where dropping 400 sand dollars on a 5 lb. fagri (red porgy, below) is a delicious way to get soaked.

Image(Porgy is the best)

On the plus side, this beauty easily feeds six. But do the math: any way you sashimi it, you’re still dropping a lotta clams. Milos does a wonderful job of casting for (and landing) those angling for trophy-sized seafood, as well as others bobbing for much smaller fry. The latter usually can be found taking the bait at lunch — where the $30 special is still a steal, which allows you to drink like a….to drink a lot.

Image(Gone fishing…at Milos)

Take us home, Lewis:

“O Oysters,’ said the Carpenter,
      You’ve had a pleasant run!
Shall we be trotting home again?’
      But answer came there none —
And this was scarcely odd, because
      They’d eaten every one.”