Anatomy of a Parade Home: "Luxe Haven" — How a $10.9M Custom Build Reveals the Business Ecosystem Behind Luxury Construction

How 50+ subcontractors, a dominant millwork supplier, and 45 years of Traveller family expertise come together to build the most expensive home in the 2026 St. George Parade of Homes — and what the economics really look like for the contractors who built it.

When you step through the doors of "Luxe Haven" at 2895 East Granite Way in Stone Cliff and take in 9,094 square feet of single-story living — four bedrooms, five and a half baths, and a ten-car garage — you're looking at an asking price of $10,975,000. That makes it one of the most significant custom homes in the history of the St. George Area Parade of Homes.

But if you're a trade contractor, I want you to see something beyond the architecture. I see a supply chain, a margin structure, and a web of subcontractor relationships that tell the story of how the custom home building business actually works in Southern Utah.

I live here in Washington, Utah. I work with contractors every day as a fractional CFO. And when I look at a Parade of Homes entry, I don't just see finishes — I see an ecosystem.

Let's pull back the curtain.

The Builder: Kason Traveller and K.H. Traveller Custom Homes

K.H. Traveller Custom Homes is led by Kason Traveller, the oldest son of founder Kay H. Traveller. The company has been building in St. George for over 45 years, with more than 20 of those focused on custom homes in the Stone Cliff gated community. Kason serves as president and also sits on the Stone Cliff HOA Board and Architecture Committee — meaning the Traveller family doesn't just build in this community, they help set its standards.

K.H. Traveller Custom Homes is a specialized division of K.H. Traveller Development, which has built everything from data centers to entire residential subdivisions. That diversification matters. A custom builder backed by the operational infrastructure of a larger development company has purchasing power, crew depth, and financial stability that a standalone operation simply can't match.

Their philosophy is stated plainly on their website: "Our product will carry our name for generations to come." For a family-run business building $11M homes, that's not marketing copy — that's an operational commitment.

Why it matters for contractors: When you're subbing for a builder with this kind of track record and community entrenchment, you're working in an environment where the GC doesn't cut corners. The architecture committee reviews everything. The homeowner is spending eight figures. And the builder's family name is on the line. You need to deliver — but you're also less likely to get squeezed on price.

Luxe Haven by the Numbers

Let's put this home in context:

A few things jump out immediately.

Single story at 9,094 square feet. Building a home of this size on one level requires a massive footprint, which means a massive lot, massive foundation, massive roof structure, and a mechanical system designed to condition an enormous single-plane space. Every one of those factors drives cost — and complexity — for the subcontractors involved.

Ten garages. This isn't a typo. Ten garage bays signals a buyer who collects vehicles, equipment, or both. The concrete work, electrical, and garage door installation on that component alone represents a significant scope of work.

$1,207 per square foot. At nearly $11M for 9,094 square feet, this home is pricing above $1,200 per finished square foot. To put that in context, typical custom home construction in Southern Utah runs $220 to $450 per square foot. Luxe Haven is operating at nearly 3x the top of the typical custom range — firmly in ultra-luxury territory.

The Location: Stone Cliff's Economics

Stone Cliff is one of St. George's premier gated luxury communities, perched on a bluff overlooking the valley with views from Pine Valley Mountain to Zion National Park. The community features a guard-gated entrance, indoor and outdoor pools, tennis and pickleball courts, and a full clubhouse — all covered by approximately $235/month in HOA dues.

The average home price in Stone Cliff hovers around $1.1 million, with listings ranging from the mid-$500s to well over $3.5 million. At $10.975M, Luxe Haven isn't just at the top of Stone Cliff — it's redefining the ceiling.

For K.H. Traveller, Stone Cliff is home turf. They've built more homes in this community than any other builder. Kason Traveller has described the relationship simply: "We build more houses up here. We understand it."

The Subcontractor Network: 50+ Businesses, One Home

Here's where it gets interesting from a business perspective. The Parade of Homes publicly lists every SUHBA member subcontractor on each home. For Luxe Haven, that list includes more than 50 individual companies. Let me walk you through the economics.

The Dominant Supplier: Chris Peterson's Riverwoods Mill

One company appears on this home five times: Riverwoods Mill. They're handling cabinets, doors, door frames and hardware, mouldings, and windows. That's an extraordinary concentration of scope for a single vendor.

Founded in 1997 by Chris Peterson — whose father was a cabinetmaker and who himself holds a degree in civil engineering — Riverwoods Mill operates out of "The Foundry" campus at 316 E. 1400 South in St. George. They employ 50+ people, manufacture in-house, and have built a patented sliding door system they call "moving walls." This isn't a distributor reselling somebody else's product. This is a manufacturer with nearly 30 years of local production capability.

Peterson's engineering background shows in the operation — Riverwoods isn't just a cabinet shop, it's an integrated millwork manufacturer producing cabinetry, passage doors, interior and exterior doors, trim, wall paneling, crown moulding, windows, appliances, and hardware all under one roof.

When a custom builder consolidates five trade categories with a single supplier, the business implications are significant:

Purchasing leverage. K.H. Traveller is getting preferred pricing by bundling this much scope. When you hand one vendor the cabinets, all the doors, the windows, and the trim package, that's a substantial portion of the finish budget flowing to one company. Volume creates negotiating power on both sides.

Coordination efficiency. Five separate vendors for these categories means five schedules, five delivery timelines, five sets of shop drawings. One vendor means one point of contact and dramatically less coordination overhead for the GC. On an $11M custom build where change orders are constant, this simplification is worth real money.

Quality consistency. When cabinets, doors, trim, and mouldings all come from the same manufacturing facility, the wood species match, the stain profiles align, and the design language is cohesive throughout the home. That's worth a premium at this price point.

Risk concentration. The flip side — if Riverwoods has a production delay, it ripples across five categories simultaneously. But 20+ years of building together creates the kind of communication and trust that mitigates this risk.

The Major Trades: Where the Big Dollars Flow

In a typical custom home, a handful of trade categories consume the majority of the budget. Here's how the major subs on Luxe Haven map to the economics:

HVAC — Travis Gates, TG Heating & Air Conditioning. Conditioning 9,094 square feet on a single level in Southern Utah — where summer temperatures routinely exceed 110°F — is an engineering challenge. The HVAC system on this home isn't a standard split system with some ductwork. It's a multi-zone, high-capacity installation that has to maintain comfort across an enormous open floor plan while handling the thermal load of what is essentially a ground-level glass showcase. For an HVAC contractor, this is a flagship project.

Electrical — Nick Higgins, Higgins Electric. Nick Higgins and his team handle both the electrical contracting and distribution on this home — meaning they're supplying their own materials. That vertical integration typically means better margin control for the electrician and potentially better pricing for the builder. On a home with 10 garage bays (think: EV charging infrastructure, specialty lighting, security systems), the electrical scope is massive.

Plumbing — High Performance Plumbing. Based out of Hurricane and operating in the $5M-$10M annual revenue range, High Performance Plumbing is handling 5.5 bathrooms plus kitchen, laundry, outdoor features, and whatever custom water elements a home at this level includes. The plumbing rough-in on a single-story home of this size requires significantly more linear footage of pipe than a comparable two-story — everything runs horizontally through the slab or crawl space rather than stacking vertically.

Concrete & Foundation — Scott Benson Construction + Suncore. The foundation footprint for a 9,094-square-foot single-story home on a Stone Cliff lot — with desert soil conditions, elevation changes, and the structural load of ten garage bays — represents a serious concrete scope. Add the concrete coating work from Sweeney Professional Painting, and you're looking at both structural and decorative concrete that goes well beyond a standard residential pour.

Excavation — Pure Excavation. Stone Cliff sits on a bluff with terraced lots and rock formations. Excavating a building pad large enough for a single-story 9,094 square foot home plus ten garages is not a weekend of pushing dirt around. This is likely one of the more significant site work packages on any Parade home this year.

The Finish Package: Where Ultra-Luxury Lives

The difference between a $450/sqft custom home and a $1,200/sqft home is almost entirely in the finish package:

• Countertops — Renaissance Fabrication is handling stone fabrication at a level that justifies the price point
• Custom Metals — Coppertop Metals for specialty metalwork throughout the home
• Iron Doors — Urban Iron Doors for statement entry and interior doors
• Tile — Adams Tile, LLC for installation, with Carpets Plus supplying materials, and B.A. Robinson Tileworx for stone masonry
• Custom Fireplaces — Custom Fireplace Distributors, Inc.
• Shower Doors + Mirrors — Desert Star Glass Interiors, LLC
• Stairways — Stairways, LLC for metal fabrication (even in a single-story home, this likely covers decorative railings and architectural metalwork)
• Closet Systems — Closet Creations, Inc.
• Lighting — Wilkinson's House of Lighting
• Audio/Visual — Audiovations for smart home and entertainment systems

Each of these vendors is executing at the highest level their trade offers. The aggregate of their work is what separates a well-built custom home from an $11M showpiece.

The Design Team: A Family Affair

Brittnie Traveller Design — handling both art curation and interior design. The last name says it all: this is a Traveller family member embedded in the design process. Having in-house design capability means K.H. Traveller controls the aesthetic narrative from concept to completion. That's a competitive advantage that's hard for outside builders to replicate.

Worthington Design (Lori Worthington) — a second interior designer. Two design firms on one home suggests either a division of responsibilities — hard finishes vs. furnishing/staging — or a collaborative approach that brings multiple perspectives to a home of this scale.

Paradise Home Design — the plan designer responsible for architectural blueprints. Designing a single-story home of this size with proper flow, sight lines to the views, and structural integrity is a specialized skill.

Julie Millett, EXP Realty — Luxury — Julie is the founder of the St. George Luxury Home Group and has over 20 years of experience as the top sales agent in the St. George luxury market. She's the exclusive listing agent for Stone Cliff and brings a deep network of luxury buyers from across the country. Having Julie involved from the design phase means the home's market positioning, target buyer profile, and resale value are being considered alongside every design decision.

The Economics: What an $11M Build Really Looks Like

I'm not going to pretend I know K.H. Traveller's actual P&L. They're a private family business and their numbers are their business. But I can walk you through what the economics of a build like this typically look like, because I work with these numbers every day as a fractional CFO for trade contractors.

On the construction cost: At this price point, a significant portion of the $10.975M represents the finished lot value in Stone Cliff (premium lots can run $300K-$750K+), the design and engineering fees, and the builder's overhead and profit. The hard construction cost — materials and subcontractor labor — likely represents 60-65% of the total, which aligns with national averages from NAHB data showing total construction costs at 64.4% of sales price.

The GC's fee structure. Custom builders at this level typically operate on a cost-plus model — either cost-plus-a-percentage (usually 15-20% on hard costs) or cost-plus-a-fixed-fee. On a home of this magnitude, either structure needs to support the overhead of a company with K.H. Traveller's infrastructure, insurance requirements, and project management depth.

Where the money flows. On a typical custom home, 70-80% of total construction cost goes directly to subcontractors and material suppliers. Look at that sub list again — 50+ companies, each with their own crews, their own materials, their own schedules. The GC's job is to orchestrate all of it, manage quality, solve problems, and keep the cash flowing to each sub on time.

Here's the part that matters for trade contractors. On a home like Luxe Haven, you're looking at 50+ subcontractors who all need to get paid, on schedule, based on work completed and inspected. Draw schedules, lien waivers, inspection sign-offs, change order accounting — the financial complexity of an $11M custom build is enormous. This is exactly where a fractional CFO makes the difference between a profitable project and a cash flow nightmare.

What Luxe Haven Tells Us About the Southern Utah Market

The 2026 St. George Parade of Homes showcases homes across Washington County — from accessible townhomes to ultra-luxury estates like Luxe Haven. The breadth of entries signals confidence across multiple segments of the market. Builders don't enter Parade homes on a whim — it's a significant investment in marketing, coordination, and finish quality.

For trade contractors, the sub lists across all the Parade homes are essentially a map of the Southern Utah construction economy. Track which subs appear on multiple homes and you'll find the market leaders. Look at which builders consolidate scope with fewer vendors — like K.H. Traveller does with Riverwoods Mill — and you'll see the trend toward relationship-based procurement. Notice which new companies appear and you'll spot the emerging players.

The Bottom Line

Luxe Haven isn't just a showcase of design — it's a showcase of what 45 years of building relationships in one market produces. Kason Traveller and his team have assembled a network of 50+ trusted subcontractors, anchored by strategic partnerships with firms like Chris Peterson's Riverwoods Mill, supported by in-house family design capability through Brittnie Traveller Design, and marketed by one of the region's top luxury agents in Julie Millett.

Every one of those subcontractors — from Nick Higgins at Higgins Electric to the crews at High Performance Plumbing to Travis Gates at TG Heating & Air — contributed their craft to a home that's asking nearly $11 million. That's the power of the ecosystem.

If you're a trade contractor doing $3M-$8M in revenue, ask yourself: Are you on these Parade home sub lists? Do you have the kind of relationships with builders that put you on the call sheet for an $11M build? And most importantly — do your financials support the quality investment a project like this demands?

That's where the real work begins.