About the Founders

At VelareLX, we are more than hospitality professionals—we are homeowners, business  owners, community members, and long-time Boulder residents who recognized a luxury accommodations gap and set out to close it. We created VelareLX not just to host, but to elevate—to offer a refined alternative to mass-market platforms by pairing Boulder’s most exceptional private homes with deeply personalized service.

As partners, we bring a shared philosophy and complementary strengths: design, discretion, real estate expertise, operational precision, and a commitment to treating guests and homeowners like trusted friends. VelareLX is our response to what’s missing in the high-end rental market—and a reflection of what we believe luxury hospitality is all about.

Rich Reasons brings more than three decades of entrepreneurial leadership to VelareLX. He co-founded Simpleview and helped shape it into a global leader in destination marketing technology, serving more than 1,000 destinations on five continents before its acquisition by Granicus in 2024. With over 45 years of deep ties to the community as a current resident and graduate of CU, Rich values the city’s unique balance of culture, innovation, and lifestyle. After leading Simpleview for over 25 years, he shifted his focus to VelareLX, combining his passion for hospitality with his industry network. At VelareLX, Rich guides strategy, vision, and partnerships to establish Boulder as a luxury destination.

Svein Groem brings extensive real estate expertise to VelareLX. For more than two decades he has guided clients through buying, selling, and managing distinctive homes across Colorado, building a reputation for trust and integrity. His knowledge of Boulder’s market and strong community connections make him a natural leader in the luxury home space. A resident of Boulder for over 20 years, Svein enjoys hiking, skiing, and connecting people with opportunities that enhance their lives. At VelareLX, he leads homeowner relations, ensuring each property meets the highest standards of quality and represents the best of Boulder living.