About Us
About VelareLX
VelareLX is Boulder's first curated collection of ultra-luxury residences. The company, the founders, and the advisory board behind it.
A different approach to luxury hospitality.
VelareLX was created to bring something different to Boulder: exceptional private residences paired with highly personal, thoughtful hospitality.
We believe a luxury stay should feel less like a transaction and more like being welcomed into a home by someone who knows the place, understands what matters to you, and is there when you need them. That philosophy shapes everything we do, from the homes we select to the way we prepare each arrival and care for every guest throughout their stay.
Our collection is intentionally curated, our approach is relationship-driven, and our service is personal. We work closely with homeowners to care for their residences and thoughtfully match them with guests who value the same level of quality, privacy, and respect.
VelareLX is built by people with deep ties to Boulder and extensive experience across hospitality, real estate, entrepreneurship, and operations. Together, we are creating a more personal standard for luxury accommodations in Boulder.
Experience behind every stay.
VelareLX brings together complementary expertise across hospitality, real estate, entrepreneurship, and operations. Our leadership team shares a commitment to doing things thoughtfully, building lasting relationships, and delivering an experience that reflects the quality of the homes we represent.
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.