# Jared Lucero

> Jared L. Lucero is the co-founder and CEO of Reef Capital Partners and a member of its board. Based in Alpine, Utah, he previously served as president of PCG and became Reef CEO in 2018. His work spans real estate investment, resort development and hospitality, including Black Desert, Marcella and Reef’s involvement at Sweetens Cove and Tributer Resort. Reef also lists him as President of its lifestyle division.

- **Role:** Co-Founder and CEO at Reef Capital Partners; President, Lifestyle (Reef 365)
- **Organizations:** Reef Capital Partners, PCG
- **Education:** Utah State University
- **Known for:** Led Reef as CEO since 2018., Reef credits his leadership with more than $1 billion in real estate transactions since he became CEO., Led the developer behind Black Desert, venue for Utah’s returning PGA TOUR event in 2024 and an LPGA Tour debut in 2025.

## Career timeline

- **2006–2018** — Served as president at PCG; the dates appear in public career listings.
- **2018** — Became CEO of Reef Capital Partners in August.
- **2024** — Black Desert hosted the first PGA TOUR tournament in Utah in more than 60 years.
- **2024** — Reef and Sweetens Cove announced an expansion partnership.
- **2025** — Black Desert hosted its inaugural LPGA Tour tournament in May; Bank of Utah became the PGA TOUR event’s title sponsor in July.
- **2026** — Discussed destination golf in a June Haven Lifestyles interview; Tributer announced a second course by TGR Design that month.

## Achievements

- Led Reef as CEO since 2018.
- Reef credits his leadership with more than $1 billion in real estate transactions since he became CEO.
- Led the developer behind Black Desert, venue for Utah’s returning PGA TOUR event in 2024 and an LPGA Tour debut in 2025.

## Latest updates

- **2026-06** — Haven Lifestyles published an interview on Lucero’s approach to golf communities and destination travel on June 12.
- **2026-06** — Tributer Resort announced a second championship course from Tiger Woods’ TGR Design; Forbes reported the announcement on June 24.
- **2026-09** — Reef’s current leadership page lists Lucero as CEO and as President of its lifestyle division.

## Links

- Website: https://reefcp.com/
- LinkedIn: https://www.linkedin.com/in/jared-lucero-21691612

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Profile page: https://yespress.io/jared-lucero
Published by YesPress — https://yespress.io
Last updated: 2026-10-21