For the first time in its 17-year history, the winter trade show has sold out, attracting 724 exhibiting companies (there were 692 last year) whose displays will cover 277,500 square feet of floor space at the Salt Palace Convention Center.

Getting all of those displays operational in time for Saturday's opening is the responsibility of Sterbens' company, GES Exposition Services.

"This is the second biggest project we do, next to the Summer Market," said Sterbens, noting he had 250 to 300 forklift operators, electricians, carpet installers, booth assemblers, furniture deliverers and drape hangers on hand to ensure exhibitors' booths match their expectations.

A 23-year veteran of the expo-preparation industry, including nine years working on Outdoor Retailer shows, Sterbens said this winter market exemplifies how much the current Salt Palace expansion was needed.

"They're really to capacity right now," he said.

The expansion project is "on time and on budget" to be completed before the Outdoor Retailer Summer Market is held in August, said Salt Lake Convention & Visitors Bureau spokesman Mark Bennett.

Peter Devin, who oversees both Outdoor Retailer shows for VNU Expositions, said he went over the new facility's blueprints with Salt Palace officials last week and will be escorted on a walk-through tour next week.

"The [additional] space is going to be wonderful," he said. "It takes that main hall space and adds another 40 percent to it."

Devin was especially pleased that so much interest has been shown in the Winter Market, seeing that as a reflection that "there's broader interest in the outdoors than there was several years ago.

"With America's health problems and obesity, it's best to get people off the couch and to go for a hike or spend some time in the park," he added. "We really want to expand the opportunities for customers to get outdoors."

Devin was impressed with the number of apparel manufacturers and buyers who have signed up for this week's show. But he was not surprised. Apparel is more important in cold seasons than in warm, so it makes sense to him that this sector of the industry should be represented so heavily.

"The outdoors is not just about backpacks," he said. "It's about a jacket and a new pair of pants with a fabric wonderful to wear and terrifically warm in the snow and cold weather."

While the trade show runs Saturday through Tuesday in the Salt Palace (it is not open to the public), formal activities begin today with the third annual Backcountry Base Camp at Brighton Ski Resort.

Interest in the show also has extended to the media. Bennett said 301 media representatives are registered, nearly 100 more than for last August's Summer Market. They come from 26 U.S. states and four foreign countries (Canada, Brazil, Japan and Taiwan).

mikeg@sltrib.com