If you've scrolled past a 26,000-square-foot Provo mansion on TikTok in the past couple of weeks, this is the one. Home #23 in the 2026 Utah Valley Parade of Homes — officially the Oxford Road Estate — has become the runaway talking point of this year's parade, and it sits right here in Provo at the base of Y Mountain, a few minutes from BYU.
The home was built for Jason McGowan, the co-founder and CEO of Crumbl. That connection isn't just internet rumor: in a June 3 announcement, Studio McGee and Broadbent Architectural Studio confirmed the home as a custom residence designed for McGowan and his family inside Provo's Oxford Road Development. So the "Crumbl founder's house" label making the rounds online is, for once, accurate.
The Numbers Are Hard to Believe
The official Parade of Homes listing puts the estate at 26,573 square feet — making it the single largest home in this year's parade, which otherwise ranges from compact 2,200-square-foot houses on up. Inside are 10 bedrooms, 10 full bathrooms, and four half baths, designed to comfortably hold a family of nine with seven kids at home. The listed price range is "over $5 million," and the home is not for sale; it's a private family residence opened to the public for the parade.
The feature list reads less like a house and more like a small resort: a glass-floor basketball court lit from below, a two-lane bowling alley, a golf simulator, a main-floor movie theater, a resort-style pool with a hidden slide, an outdoor cabana with a full kitchen, a 7-on-7 soccer field, and an outdoor amphitheater with a screen and tiered seating built to host community gatherings. Local reporting from the BYU Daily Universe noted smaller flourishes too — a butler's pantry lined with nine bells, each assigned to one of the owner's children, and a living-room tapestry that mechanically lifts to reveal a hidden television.
A Studio McGee Showpiece
For design-watchers, the bigger headline might be the team behind it. Interiors are by Studio McGee — the Utah-based firm known nationally through McGee & Co., a Target product line, and Netflix's Dream Home Makeover — with architecture by Broadbent Architectural Studio and construction by McEwan Custom Homes. Studio McGee describes the estate as a "legacy project three years in the making," built around a classical European aesthetic meant to feel like it has stood for generations even though it's brand new.
That collaboration is a large part of why the home has drawn such outsized attention. A celebrity-founder owner and one of the most-followed design firms in the country, in a single Provo address, is exactly the kind of combination that turns a parade entry into a national social-media moment.
How to Tour It Before It Closes
The 2026 Utah Valley Parade of Homes runs June 4–20, which means there's a narrow window left. Homes are open Tuesday through Saturday, noon to 9 p.m., and closed Sundays and Mondays. A single $25 ticket covers in-person access to all 39 homes plus the online virtual parade, so the Oxford Road Estate is just one stop on a much larger circuit that spans from Alpine down to Nephi. Organizers say roughly 40,000 people toured last year's parade, drawn from nearly every state — and a marquee home like this one tends to pull even bigger crowds, so an early-afternoon visit is the smart play.
If the in-person dates slip past you, the home stays viewable on the virtual parade through August 31 with a registered ticket.
Why This Matters for Provo
It's worth pausing on the fact that the most-talked-about home in a parade covering the entire valley landed in Provo — and specifically inside a new master-planned pocket, the Oxford Road Development, that McGowan envisioned as a community built around connection and design. For a city whose luxury and new-construction market often gets overshadowed by Salt Lake and the north-county boomtowns, a build at this scale and visibility is a notable marker.
If touring grand homes put the house bug in you, our guide to buying a home in Provo walks through what the local market actually looks like for the rest of us, and our neighborhoods overview breaks down where in the city to start looking. And if you're making a day of the parade, our things to do in Provo roundup has the rest of the afternoon covered — including the Y Mountain trail that rises right behind the Oxford Road Estate itself.