If you scrolled past a 26,000-square-foot Provo mansion on TikTok in June 2026, this is the one. Home #23 in the 2026 Utah Valley Parade of Homes — officially the Oxford Road Estate — became the runaway talking point of that 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 of Crumbl (he stepped down as CEO in May 2026 and remains chairman of the board). 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 the 2026 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.
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. The estate is 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 ran June 4–20, with homes open Tuesday through Saturday, noon to 9 p.m. A parade ticket covered in-person access to the homes plus the online virtual parade, so the Oxford Road Estate was one stop on a much larger circuit that spanned from Alpine down to Nephi. Organizers said roughly 40,000 people toured the 2025 parade, drawn from nearly every state. The parade's site lists the 2027 parade for June 10–26, 2027.
The 2026 in-person dates are over, and the parade's site no longer mentions the virtual parade. And the Oxford Road Estate wasn't the only stunner that year — see our roundup of the most jaw-dropping homes in the 2026 parade, from Provo's record-setting megahome to a 16-foot sauna and the Alpine foothill estates — and for how the parade works in any year, our complete Parade of Homes guide.
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 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.
Frequently Asked Questions
Whose house is the Oxford Road Estate in the Parade of Homes?
Where is the Oxford Road Estate located?
How big is the Oxford Road Estate and what does it include?
Can I still tour the Oxford Road Estate?
Who designed and built the Oxford Road Estate?
Sources
The facts in this guide were checked against these sources. Hours, fees and rules change, so confirm anything time-sensitive with the source before you go. How we make Provo.com.
- Oxford Road Estate, Utah Valley Parade of Homes (Utah Valley Home Builders Association). Checked October 12, 2026.
- Studio McGee and Broadbent Architectural Studio Reveal Bespoke 25,000-Square-Foot Utah Home for Crumbl Founder Jason McGowan, PR Newswire (Studio McGee / Broadbent Architectural Studio). Checked October 12, 2026.
- Utah Valley Parade of Homes (2027 dates), Utah Valley Home Builders Association. Checked October 20, 2026.
- Utah Valley Parade of Homes showcases two luxury homes in Provo, The Daily Universe (BYU). Checked October 12, 2026.
- Crumbl founders are stepping aside from their day-to-day roles, Nation's Restaurant News. Checked October 20, 2026.
