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VelareLX

Press

Press

VelareLX is setting a new standard for luxury accommodation in Boulder, Colorado. Discover our press releases and media mentions here.

VelareLX Appoints Hospitality Executive Peter Dawson as Managing Director

Former Exclusive Resorts leader joins Boulder-based luxury home representation and guest experience firm ahead of Sundance Film Festival expansion.

BOULDER, Colo., May 27, 2026. VelareLX today announced the appointment of Peter Dawson as Managing Director, effective June 8, 2026.

Dawson brings more than 20 years of leadership experience in luxury hospitality, private membership travel, and high-touch guest operations, most recently serving in a senior leadership role at Exclusive Resorts, one of the world's premier private luxury travel and residence clubs.

As Managing Director, Dawson will oversee day-to-day operations, homeowner experience, guest services, organizational development, and strategic growth initiatives as VelareLX continues expanding its curated portfolio of luxury residences throughout Boulder and surrounding communities.

The appointment comes as Boulder prepares for increased global visibility and hospitality demand associated with the Sundance Film Festival's move to Colorado beginning in 2027.

“Peter is exactly the kind of leader we were looking for at this stage of our growth. He brings a rare combination of luxury hospitality expertise, operational discipline, relationship management, and leadership experience. Just as importantly, he understands the importance of discretion, consistency, and delivering exceptional experiences at a very high level. His background and leadership style align perfectly with the vision we are building.”
Rich Reasons, Managing Partner and co-founder of VelareLX

VelareLX was founded to provide a hospitality-driven alternative to traditional short-term rental platforms, combining curated luxury residences with high-touch homeowner stewardship and bespoke guest experiences for discerning travelers, entertainment industry executives, and high-net-worth clientele visiting Boulder. Dawson said the opportunity to help shape a differentiated hospitality model in Boulder, particularly during a transformational period for the region, was a major factor in his decision to join the company.

“What attracted me to VelareLX was the combination of vision, people, and the opportunity ahead. The team has built something highly differentiated, a hospitality-driven approach centered around trust, quality, thoughtful curation, and long-term relationships rather than transaction volume. Boulder is entering a unique moment on the national stage, and I believe VelareLX is exceptionally well-positioned to serve both homeowners and guests at a very high level.”
Peter Dawson, Managing Director

Founded by Boulder hospitality technology entrepreneur Rich Reasons and longtime Boulder real estate professional Svein Groem, VelareLX was created to provide a more curated, hospitality-driven approach to luxury accommodations and guest experiences in Boulder.

The company is currently onboarding luxury residences throughout Boulder and surrounding communities in preparation for increased demand tied to the Sundance Film Festival and other high-profile events expected to shape Boulder's evolving luxury hospitality market for years to come.

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Boulder, Colorado

VelareLX Announces Official Launch, Bringing Curated Luxury Stays to Boulder

Boulder, CO. VelareLX, a new collective redefining luxury accommodations in Boulder, announced today its official launch, with an exclusive event held on October 15, 2025.

Founded by Rich Reasons and Svein Groem, VelareLX curates an elite portfolio of private retreats, signature homes, and grand estates designed for discerning travelers, executives, and high-profile guests. Together, the partners bring decades of expertise spanning entrepreneurship, real estate, hospitality, and global entertainment.

VelareLX enters the market at a time when Boulder's limited luxury hotel inventory cannot keep pace with demand for high-end accommodations. By partnering with homeowners and carefully curating a collection of exceptional properties, VelareLX delivers a seamless alternative for families, colleagues, and entertainment industry leaders seeking discretion, sophistication, and elevated service.

“Boulder deserves a world-class hospitality option that reflects its culture, innovation, and spirit of place. VelareLX was created to meet that need, blending extraordinary homes with curated experiences that make every stay unforgettable.”
Rich Reasons and Svein Groem, joint statement

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