VelareLX Press Kit
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 rental 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 (SDFF27) 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
Justin Hicklin
Strategic Partner:
Jim Packer – Entertainment Industry Liaison
Advisory Board Members:
Charlene Hoffman, CEO, Visit Boulder, The Convention and Visitors Bureau
Scott Beck, Consultant, JLL Global Tourism and Destination Advisory
Chuck Davison, Vice President of Attribution Solutions, Tourism Economics
Ryan George, CEO, Simpleview Inc.
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
Business Model:
30% commission fee with curated services and concierge referral network
Differentiator: Personalized curation, premium properties, and high-touch oversight vs. algorithm-driven rentals
Event Anchor: Launch aligned with Sundance Boulder (SDFF27)
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.
Justin Hicklin – Operations Partner
With deep experience in luxury home management, Justin oversees onboarding, service delivery, and homeowner relations for VelareLX. His operational leadership ensures every property meets VelareLX’s standards of discretion, quality, and seamless guest experiences.
Jim Packer – Strategic Partner
President of Worldwide Television & Digital Distribution at Lionsgate, Jim brings unique entertainment industry insights and connections to VelareLX. Splitting his time between Los Angeles and Boulder, he helps bridge the worlds of film, culture, and luxury hospitality.
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
“Trust is the foundation of our homeowner relationships. Our goal is to make ownership effortless while elevating guest experiences.” – Justin Hicklin
“VelareLX creates a natural bridge between the entertainment world and Boulder’s unique lifestyle.” – Jim Packer
Visual Assets: VelareLX logo
Press Release (Template)
FOR IMMEDIATE RELEASE
VelareLX Launches as Boulder’s First Curated Collection of Ultra-Luxury Homes
Boulder, CO – VelareLX, a new hospitality venture founded by seasoned leaders in travel, real estate, and entertainment, today announced its launch as Boulder’s first curated collection of ultra-luxury residences. With a debut timed alongside the Sundance Film Festival Boulder (SDFF27), VelareLX is introducing a boutique alternative to mass-market rental platforms.
By combining premium homes with concierge-level services, VelareLX offers discerning visitors extraordinary stays that reflect Boulder’s unique character and natural beauty. With limited hotel inventory in Boulder, VelareLX fills a critical gap in the city’s luxury hospitality market.
“Boulder is ready for a new era of luxury travel,” said Rich Reasons, Managing Partner. “VelareLX ensures that every guest experience is as elevated as the homes themselves.”
For press inquiries, images, or interview requests, please contact:
Story Ideas
- “From Park City to Boulder: Sundance’s Luxury Housing Evolution”
Exploring how Boulder is poised to replicate Park City’s luxury rental boom. - “The Rise of Curated Home Stays”
Why affluent guests are choosing curated homes over five-star hotels and Airbnb. - “Luxury Meets Local: The Boulder Advantage”
How VelareLX integrates Boulder’s culture, lifestyle, and natural beauty into its stays. - “Profiles in Partnership”
Behind the scenes with the founding partners redefining luxury hospitality in Boulder. - “The Year-Round Opportunity”
Beyond Sundance: CU family weekends, weddings, retreats, and exclusive tourism.
Media Contact
VelareLX, LLC
Email: press@velarelx.com
Phone: +1 (760) 845-9544 (media inquiries only)
Website: www.velarelx.com