A terrace above the plains east of Boulder at midday
VelareLX

Press

Press Kit

Company overview, fact sheet, and partner bios for VelareLX, Boulder's curated collection of ultra-luxury residences.

Company Overview

VelareLX is Boulder's first curated collection of ultra-luxury residences designed for discerning guests. Founded in 2025 by hospitality, real estate, and entertainment industry veterans, VelareLX offers a boutique alternative to mass-market platforms.

Our model blends exclusive homes with bespoke services and personalized matchmaking, ensuring that every stay is as seamless and extraordinary as Boulder itself. With the upcoming Sundance Film Festival Boulder and limited luxury hotel inventory in the city, VelareLX is uniquely positioned to transform Boulder into a premier luxury destination.

Fact Sheet

Founded
2025
Headquarters
Boulder, Colorado, USA
Managing Partners
Rich Reasons, Svein Groem
Managing Director
Peter Dawson
Advisory Board
Chuck Davison, Scott Beck, Richard Scharf, Ryan George
Portfolio Goals
100+ homes across Boulder valued at $5–10+M
Guest Profile
Entertainment executives, high-net-worth travelers, event attendees, CU alumni families, cultural enthusiasts
Differentiator
Personalized curation, premium properties, and high-touch oversight versus algorithm-driven platforms
Event Anchor
Launch aligned with Sundance Film Festival Boulder
The Flatirons seen across open lawn from a private residence
Boulder, Colorado

Partner Bios

Rich Reasons

Managing Partner

An entrepreneur with three decades of experience across technology, travel, and hospitality, Rich co-founded Simpleview, the leading global provider of destination marketing solutions, where he worked with over 1,000 destinations on five continents. With VelareLX, Rich brings his expertise in building trusted industry partnerships and creating transformative visitor experiences.

Svein Groem

Real Estate Partner

A veteran of Boulder's luxury real estate market, Svein specializes in high-value property acquisitions and homeowner relationships. His focus at VelareLX is curating an exceptional portfolio of residences while building trust and long-term value for homeowners.

Sample Quotes

“Boulder is stepping onto the global stage, and VelareLX is making sure its most exclusive homes and experiences match that moment.”
Rich Reasons
“We're curating homes that reflect Boulder's spirit: private, natural, and world-class.”
Svein Groem

Press Inquiries

For interviews, imagery, or comment, contact the VelareLX press desk directly. Press inquiries are handled separately from guest and homeowner inquiries.