Aurelian Waymark Holdings
— Veloce Hotels
— Heritage Collection
.png)
A Message From The Founder
The Future of Luxury is High-Velocity
The inspiration for Veloce Hotels was born from a simple observation: the motorsports enthusiast lives at the intersection of technical precision and refined taste.
We aren't just building hotels; we are engineering a new asset class where human performance and automotive artistry coexist. At the center of our vision is The Podium—a dedicated hub that integrates elite conditioning with world-class design. From the high-performance gym to the sophisticated meeting suites, we have created a sanctuary that honors the machine while optimizing the human spirit.
With the acquisition of our flagship sites in Carmel and Westfield, we are securing a legacy of Dynamic Luxury. I invite you to join us as we accelerate into this new standard of hospitality."
— Jennifer Stormes, Founder & CEO

The Visionary Behind Veloce
Jennifer Stormes
Jennifer Stormes anchors the strategic vision and portfolio execution of Veloce Hotels LLC and Aurelian Waymark Holdings. With a sophisticated background spanning corporate marketing, physical wellness architecture, and successful market-entry scaling—including launching multiple premium wellness and luxury spa destinations—she drives the brand's unique integration of track-immersive hospitality, high-performance automotive culture, and performance-driven wellness. Jennifer directs the multi-state portfolio pipeline, overseeing capital alignment and orchestrating the strategic development triads that transition visionary concepts into high-value, asset-backed real estate.
Lead Developer
Russell Louderback
Russell Louderback leads the development execution for the Veloce Hotels and Aurelian Waymark portfolios, bringing an exceptional institutional pedigree marked by the successful delivery of over $3 Billion in luxury hospitality and commercial assets. As a veteran development executive, he oversees every physical phase of the pipeline—from technical site acquisition and municipal infrastructure navigation to pre-construction and final project delivery. Russell’s disciplined operational oversight ensures that the portfolio's complex, large-scale luxury hospitality environments are executed with institutional-grade precision and long-term structural integrity.
.png)
Institutional Track Record:
Select Developments by
Russell Louderback
_edited.jpg)
.jpg)

_edited.jpg)