The People Behind VelareLX
Managing Partners Rich Reasons and Svein Groem and Managing Director Pete Dawson bring deep Boulder roots and luxury hospitality expertise.
Our Team
Rich Reasons & Svein Groem
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.
Managing Partner
Rich Reasons
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.
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.
Managing Partner
Svein Groem
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.
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.
Managing Director
Pete Dawson
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.
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.
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