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It's time to build a frontier City from scratch in the middle of the dust-red Utah desert.
Image by Edvin Johansson
Desert Road

How to Begin

Why Apple Valley?


Old Frontier

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New Frontier

How to Begin

How to Begin

Building a city from scratch is never going to be easy. However, learning from those who have done it successfully in the past seems like a great place to start. Let's take a look back at 2 of these: Palm Springs, California and the local but successful Green Valley, Utah.


Figuring out what to do with nearly 2 square miles of pristine land owned as a family legacy farm can be a daunting task.

Learning from the Past.

Starting from humble, remote, healthy beginnings.

Palm Springs

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Palm Springs, located in the middle of nowhere, started with the Desert Inn. Nellie N. Coffman and her physician husband Harry established The Desert Inn as a hotel and health sanitarium in 1909.

Soon, the wealthy and celebrities became attracted to the location for it's exclusivity and it became a popular "get-away" location.

More resorts and development continued until it became a premier real estate destination. Still Thriving today.

Green Valley, Utah

Also a remote and healthy beginning.

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Green Valley Utah was located in a remote area 20 minutes from St. George Utah. It started in the 1980's with the Green Valley Spa which boasted, "Green Valley Spa Has been named the 11th best Spa in North America and the Caribbean! “ The ad continues: "Many of our guests return to Green Valley year after year in order to enjoy our sports and fitness programs i.e. hiking, rock climbing, golf, tennis, and body conditioning. Others come to our resort to rest, relax, reflect, and just be pampered. Located in the heart of redrock country, St. George-Utah, Green Valley is surrounded by some of the most breathtaking scenery the southwest has to offer."

Soon, people from Salt Lake City began to take notice and started to vacation there in the condos surrounding the pool and tennis courts. The wealthy began to invest and today Green Valley has become a mammoth Time-Share destination.

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Start with a Resort & Spa

No need to reinvent the wheel.

Apple Valley shares many of the characterstics of both Palm Springs and Green Valley. It's remoteness and warm climate. Not to mention it's spectacular views and outdoor activities. Of course, the best way to start this City development is with a unique and beautiful Resort & Spa that offers nightly rentals. We think a good name for it is "Zion Resort & Spa"... We hope you agree.(Learn more about the Resort >)

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Next Up: #1 Main Street in the U.S.

Who doesn't love a charming Main Street?

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After successfully developing a Resort & Spa, we look to successful developers like Gary DeVincent in Helper, Utah. Recently, Gary has successfully turned Helper into an attractive destination by meticulously and with painstaking attention to detail renovated dilapidated buildings with remarkable results that has even increased real estate values for the entire town. 

It will be our goal to create from scratch the most charming Main Street in all of the U.S.A.

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Finally, Neighborhoods 2nd to None

A perfect place to live with housing of all different types.

After putting ourselves on the map with a remarkable Resort & Spa and the #1 Main Street in all of the U.S. we are now ready for the serious fun--a place to call home.

The development concept is to provide building lots for mostly single family homes, but also duplexes, townhomes, cottage courts and apartments--all in harmony with each other. And in addition they will all be surrounded with Open space to avoid a feeling of being overcrowded. And notice the paths for walking, biking and scooters. 

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Why Apple Valley

Why Apple Valley?

Once you take a closer look at the unique characteristics surrounding Apple Valley, it becomes completely obvious why there's no better location for a new city then right here.

Did someone say 5 million visitors?

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Apple Valley is ideally located near Zion National Park which boasts being the 2nd most visited National park in the U.S. with over 5 million visitors annually.

Yes we did.

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The dirt road traveled to get to Zion National Park from Apple Valley has been recently acqired by Washington County with plans to create a paved road from Main street to Zion which will make a commute time from the resort to Zion about 20 minutes.

20 minutes away?

With the dirt road the County is planning to pave


Awe Inspiring Views

360° Scenery

Ideally located In the heart of the majestic red butte wilderness of Utah. Gorgeous 360 degree scenery on pristine farmland ready to be developed

Enjoying Nature

Breathtaking Hiking

Water Canyon

Look it up and you'll see that Apple Valley's Water Canyon is some of the best hiking in the State.

Heart Pounding Biking

Gooseberry Mesa

Mountain Bikers

Apple Valley's Gooseberry Mesa is consistently ranked as some of the best Mountain Biking Terrain in the United States.

Adrenaline Surged Off-Roading

Over 1,000 Miles

Off Road Race

Apple Valley allows access to dirt roads literally snaking off west to the St. George Airport and East towards Zion Canyon and Lake Powell, then south towards the Grand Canyon. With the large webbing of dirt roads and open land there is literally over a thousand miles. A dreamland for ATV enthusiasts.

Old Frontier

Old Frontier

The Old Frontier conjures up images of John Ford westerns, Pioneers crossing rugged wilderness, Native Americans, pristine and undisturbed land. It can also mean old fashioned independence and a slower pace of life.

Keeping it Old School?


Old School Old Resort

A Resort Spa that feels like Zion Park

We plan to brand ourselves as the premier destination for Zion National Park Visitors. Borrowing Architectural Elements for the Look of the Resort Spa Clubhouse from the Visitors center and other places throughout the park will help lend us this credibility. That's officially going "old school".

Resort & Sp

Zion Resort & Spa

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Taking a lesson from Palm Springs and Green Valley, the perfect start to building our city is with a Resort and Spa.

Key Features of
Zion Resort & Spa

Clubhouse & Spa loaded with Enjoyment

We've taken the time to research and design all the amenities needed for guests to feel like they never have to leave the property. With a spa for massages and facials, a restaurant, exercise room, game room, locker room and mini-grocery area.

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The Clubhouse Main Floor

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Reception and Lounge Area

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Exercise and Locker Rooms

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Restaurant and Soda Fountain

Kitchen, Outside Serving Area and Laundry

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The Clubhouse 2nd Floor

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Dual Purpose: Yoga & Dance and Arts & Crafts

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Game Room

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Pool Area inspired by the best in the U.S.

With a pool area that draws inspiration from beloved destinations around the USA, like Celine Dion's famous Florida Mansion and Disney World's pools. Visitors can relax in the Lazy River or enjoy the water slide and water falls. All of this with amazing weather that is 5 to 10 degrees cooler than the nearby town of St. George notoriously known for it's hot weather.

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Resort Nightly Rentals guaranteed to Delight

We've painstakingly searched for Nightly rentals that are loved by those who stay in them. Working closely to balance between luxury, comfort and utility, we've come up with 2 floorpans that deliver the goods.

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The Retreat Floorplan

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3,174 sq ft.

The Traverse Floorplan

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3,659 sq ft.

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And there's More.

Next Up: Stage 2 and 3 of the Resort

After the first 103 units are completed around the Clubhouse, we then move on to do the top left section with 55 units, followed by the top right section of 72 units. That makes a total of 230 units. The Owner/Development group plans to build these units and either sell them or keep them as rentals. In the event they are sold, it is proposed that each Unit's owner pay a monthly HOA fee and a Pool/Clubhouse fee. Also, as is the case with most Nightly rentals of this sort, the Owner/Developer would be in charge of maintaining the rental reservations and cleaning of the homes. For this service the Owner/Developer will require a Rental Income percentage for each unit.

New Frontier

New Frontier

It may seem like there's no new frontiers left. But when you think about the fast pace acceleration of our lives due to innovations in technology, you start to realize there are many new frontiers left to explore. From the brave new world of the Metaverse to digital currencies as well as integration of technology to better enhance our lives...there's so much to explore.

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Leading Edge
Water Conservation

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What could be more vital than pushing the frontier of water conservation?

When you're in the middle of the desert, you're going to have to get creative with water usage. It is our goal to tap into the latest in water conservation and bio-reactor technology for waste water. 

Simply put we want to take our clean water, and after it's used, use the latest in technology from think tanks such as Oregon State and Stanford University to generate Clean Water, Energy, Fertilizer and Nutrient Rich water. Not only is this possible, but it's happening in different parts of the world. We want to show off all of the best technology and put it to full use as an example for the United States.

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Energy Conservation

Energy Conservation as a new frontier?

Although near the property Rocky Mountain Power is putting in a brand new Power Sub Station to fulfill all the needs we might have for building a city, we want to push the envelope. It is our hope to utilize the latest in groundbreaking technology for Energy Conservation to show the world what a City can really do.

The desert provides ample opportunity to tap into Solar power. In a recent interview, even tech billionaire Elon Musk suggested that in the United States, places like "Southern Utah" could be used to generate lots of Solar Power. We want to use innovative roof-top solar combined with battery power technology to create a community and city where we are Net Power Neutral...meaning we generate or "capture" as much energy as we consume. This would mean putting back as much power into the grid as is used on a monthly or yearly basis. We think this is possible.

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About StartUpCity Utah... is excited to propose a unique opportunity in Apple Valley, Utah where the latest and greatest in technology will reside in a city being built in the middle of the desert.


We look forward to working closely with both strategic partners and future citizens to come up with results that show the world new and innovative ways to thrive.

 If you’re interested in learning more, please reach out to us by clicking "Learn More" below.

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"I don't believe there's a challenge anywhere in the world that's more important to people everywhere than finding solutions to the problems of our cities."

~Walt Disney

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