After 14 years at KTBU-TV as host of Wild about Houston, Lara decided to make a move in 2011 to become publisher of Absolutely! Memorial Magazine. Lara had always wanted to own a business so, in April 2017, she founded Swoon Media LLC and purchased Absolutely! Memorial Magazine. Five months after buying the magazine, she changed the name and look to SWOON Memorial then six months later in March 2018 launched SWOON Katy/Fulshear.

Lara has helped raise millions of dollars for Houston charities. Her very first gala to chair was in 1997, the 100th Anniversary of the Houston Fire Museum. Lara co-chaired that event with a new TV reporter in town named Roseann Rogers. That was the start of a friendship and team that has co-chaired many events over twenty years including Absolutely Fabulous gala AIDS Foundation Houston, Avondale House Under the Big Top gala, World AIDS Day luncheon, Houston Ballet Ball auction, and Nutcracker Market Preview Party, to name just a few.

Lara is a board member for KidsMeals which feeds hungry pre-school children daily and American Cancer Society which helps fund local research. In 2023 she co-chaired the iconic Cattle Baron’s Ball in honor of her mother whom she lost to cancer in 2016. She is a member of the Heritage Society, The Children’s Museum, The Houston Ballet Guild, Houston Symphony League, The Houston Polo Club, Houston Livestock Show and Rodeo’s Trailblazer Committee, and the Junior League of Houston. Lara is also involved in her children’s school, Memorial High School along with her children’s extra-curricular activities.

In Lara’s spare time she can be seen in Austin visiting her Longhorn daughter, Dylan or swooning around the Memorial neighborhood she loves so much with her husband Brent Milam, and eighteen-year-old son, Brooks - as well as her fun and crazy Sheepadoodles- Dallas and Tucker