Apple, which is counting on a dramatic grand opening, is not responding to any questions about the new store, which will carry computer hardware, software and related products such as iPods. But Gateway mall employees confirm the store, hidden behind tarp and wood barriers, will open sometime before the end of the month. Several of the company's most avid fans believe opening day in Utah will be Nov. 25 - the day after Thanksgiving.

"Apple tends to be really secretive - it's kind of like Willy Wonka and the Chocolate Factory," said Scott Bitter, partner with MacDocs in Salt Lake City, an Apple retailer and repair outlet. "They tend to keep things under wraps until the absolutely last minute. They like to be as dramatic as possible and really put on a show."

Apple, which has enjoyed a cult-like following since it was founded by Steve Wozniak and Steve Jobs in 1976, operates more than 100 retail stores in 30 states, as well as several locations in Canada, the United Kingdom and Japan. Its Gateway store will be on the north end of the shopping center

With the national and state economies on the rebound, Utah's retail sales have climbed, and some national companies such as Apple that have bypassed Utah in the past have begun looking at the state as a site to open new stores, said Bill Martin of Commerce CRG commercial brokerage in Salt Lake City.

"When stores like this come to town it means that Salt Lake City, in a sense, has arrived," Martin said. He said the same can be said of Cabela's decision to build a mammoth store in Lehi and Kohl's decision to enter the market with a half dozen stores along the Wasatch Front.

Everyone affiliated with the new Apple Store in Utah - Gateway shopping center employees, construction employees and even workers hired to staff the new store - have been sworn to secrecy.

Although the "groupie" phenomenon at Apple Store grand openings has abated somewhat over the past several years as Apple has gone more mainstream, store grand openings still are major events for Apple fans. A number of Mac devotees even track openings on Web sites such as http://www.ifoapplestore.com.

Apple Store fan Monte Nutzman of West Des Moines, Iowa, would like to come out for the grand opening at the Gateway and is waiting to find out what day the store will open.

"They make it a lot of fun and you meet all kinds of people," said Nutzman, who has been to grand openings in several in other cities, such as Chicago, San Francisco and New York.

He said typical grand openings feature 1,000 free Apple T-shirts, prize drawings, workshops and other activities.

Bitter of MacDocs said even though his retail, repair and consulting business will compete to some degree with Apple's new Utah store, he is happy with the new Gateway location.

"We're excited about it because it raises the awareness of Apple products throughout the whole community," he said.

Other Gateway tenants are excited about the new Apple Store and its potential to draw even more customers to the shopping center.

"It can't but help us," said Sky Grant, manager of D. Grant, which moved from another mall to Gateway in November 2002. He said several of his steady customers have been hired to work at the new store. But even he has been unable to get any of them to give him an opening date.

"All I know is that it's opening in the Gateway" he said. "It's been so hush-hush."

Apple to go

* What is an Apple Store?

Retail outlet that sells Apple computers, software and related products such as iPods.

* Where are the stores located?

Apple operates more than 100 stores in 30 states as well as several locations in other countries.

* Why is the store's grand opening date a secret?

It's part of Apple's strategy to build interest in the new stores.

* What happens at a Grand Opening?

Anything goes. But typical grand openings have featured giveaways, workshops and other events.