About Us
A more personal approach to residential hospitality.
VelareLX was created around a simple idea: exceptional private homes, and the people who own and stay in them, deserve something more personal than the traditional rental marketplace.
Our collection brings together distinctive Boulder residences that are personally vetted, discreetly represented, and thoughtfully matched with guests.
But the residence is only the beginning.
We learn what matters to each guest, prepare the home for their arrival, and provide a dedicated Home Host who knows the residence and remains personally involved throughout the stay.
For homeowners, we offer an equally personal approach: selective representation, thoughtful guest matching, professional preparation, and trusted stewardship of their home.
We curate rather than aggregate.
VelareLX isn’t a marketplace.
We don’t believe the best residential hospitality experience begins with hundreds of search results and a set of filters. It begins with understanding the guest, knowing the homes, and making the right match between the two.
That means fewer homes, personally selected.
Fewer guests, thoughtfully matched.
And a team that remains involved long after the reservation is made.
Relationships come before transactions.
Deeply Boulder.
Boulder isn’t simply where we operate. It’s a place we know.
Our local knowledge shapes everything from the residences we represent to the neighborhoods we recommend, the people we work with, and the experiences we help our guests discover.
We know when being able to walk to Pearl Street matters. When proximity to CU matters. When being closer to the trails matters. And sometimes, when knowing the right coffee shop or tea house around the corner matters.
Deep local expertise isn’t an amenity. It’s part of how we make the right match.
Built on trust.
VelareLX sits between two relationships that matter enormously.
A homeowner is trusting us with a private residence.
A guest is trusting us with an important stay.
We take both seriously.
That is why discretion, communication, preparation, and personal accountability are fundamental to the way VelareLX operates.
There is always someone who knows the home, knows the guest, and is responsible for the experience.
Our Team
VelareLX was founded and built by people with deep ties to Boulder and decades of experience across hospitality, travel, real estate, technology, entrepreneurship, and operations.
Rich Reasons
Managing Partner
Rich Reasons brings more than three decades of entrepreneurial leadership to VelareLX. He co-founded Simpleview and helped build it into a global leader in destination marketing technology, serving more than 1,000 destinations across five continents before its acquisition by Granicus in 2024.
A CU graduate and Boulder resident with more than 45 years of ties to the community, Rich has a deep understanding of what makes Boulder distinctive. After more than 25 years leading Simpleview, he turned his attention to VelareLX, bringing his entrepreneurial experience, industry relationships, and passion for hospitality to the company.
At VelareLX, Rich leads the company's vision, strategy, and partnerships as we establish a new standard for luxury residential hospitality in Boulder.
Svein Groem
Managing Partner
Svein Groem brings more than two decades of real estate experience and deep knowledge of Colorado's luxury residential market to VelareLX. Throughout his career, he has guided clients through the buying, selling, and stewardship of distinctive homes, building relationships grounded in trust and integrity.
A Boulder resident for more than 20 years, Svein has strong connections throughout the community and an appreciation for the homes, neighborhoods, and lifestyle that make Boulder unique.
At VelareLX, Svein leads homeowner relationships and the residential side of the business, working closely with homeowners to ensure each residence is thoughtfully represented, prepared, and cared for.
Pete Dawson
Managing Director
Pete Dawson brings more than 20 years of luxury hospitality experience at Exclusive Resorts, one of the world's leading private luxury travel and hospitality companies. During his tenure, he held senior leadership roles focused on membership, revenue, and inventory strategy, helping shape the experience and economics behind a high-end portfolio of private residences and the members who stay in them.
Pete's career has centered on delivering exceptional guest experiences while balancing the operational, commercial, and relationship-driven demands behind them. His experience gives him a deep understanding of how to create demand, match guests with the right residences, and build the systems and service standards required to deliver consistently exceptional stays.
At VelareLX, Pete leads day-to-day operations, guest experience, revenue strategy, and the continued development of the company's hospitality platform. He works across the business to ensure that every aspect of the VelareLX experience, from the initial inquiry through departure, reflects the quality of the homes and the level of service the brand promises.
Advisory Board
At VelareLX, we believe that extraordinary experiences require extraordinary guidance. Our Advisory Board is composed of industry leaders across real estate, hospitality, entertainment, finance, and community development. Their insights ensure that VelareLX delivers not only on the promise of luxury, but also on the responsibility of building trust with homeowners, guests, and the Boulder community.
Chuck Davison
Vice President of Attribution Solutions · Tourism Economics
Scott Beck
Consultant · JLL Global Tourism & Destination Advisory
Richard Scharf
Chief Executive Officer · Visit Denver
Ryan George
Chief Executive Officer · Simpleview Inc.
A different kind of stay.
VelareLX brings together exceptional private residences, thoughtful curation, personal service, and deep local knowledge.
For guests, it means access to homes they are unlikely to find elsewhere, and someone personally invested in getting the stay right.
For homeowners, it means a trusted way to share their residence without turning it into a traditional rental property.
Private by nature. Personal by design. Boulder at heart.