It’s back and it’s bigger than ever -- 300 booths at the Dixie Center all claiming to have What Women Want.

A veritable sea of shoppers and vendors touting everything from beauty supplies to home decor, the What Women Want Expo isn’t only about what adult women are after, there’s plenty to appeal to females of all ages.

Seven years ago, after planning a party for her then-3-year-old daughter, Joy Carnell hit on an idea she eventually turned into her own business called Lil Princess Tea Parties and Glamour Diva Girls.

“They love it! The girls absolutely love it,” Carnell said of the parties her business plans for girls ages 3 to 16. “Every theme I’ve added to my business is because that’s what the girls are asking for, it’s what they’re talking about at school. It’s really, honestly, their dream party.”

Today’s expo will be Carnell’s third experience with What Women Want and she said she is “so excited” to be doing it again. Inside her hot pink and black booth patrons can learn more about booking parties with Lil Princess or Glamour Diva Girls -- parties that include everything from china place settings to costumes, makeup and activities.

Depending on what you order, the parties start around $16 per girl. This basic package allows you to host your own party based on the princess or diva theme of your choice. Rental parties include themed costume dresses for each girl, feather boas, shoes, accessories, tableware, serving dishes, makeup and music. You can add invitations, favors, crafts and food or you can hire Carnell to host the event herself all for an additional charge.

“They’re really in control of their own budget,” Carnell said. “They can do it as cheaply and affordably as they’d like or they can go absolutely nuts. And I’m more than willing to do it.”

One of the biggest blowouts she’s hosted so far was actually the first Glamour Divas event ever -- put on by Carnell for her 10-year-old daughter and nine of her friends. But after seeing pictures of the event on the Glamour Diva Girls Web site, Carnell said she booked a similar party two weeks later.

The 10 girls gathered at Carnell’s where they “glammed up” with the costumes and helped each other with their hair and makeup. They were then treated to a limousine ride to lunch at Olive Garden. After lunch each girl popped one balloon in a balloon bouquet to discover a $10 bill they could spend at Claire’s accessory store in the Red Cliffs Mall. The last leg of the day included cake and ice cream at home at one of the elaborate tables Carnell designs.

“It’s such a unique service that not everyone knows is out there,” Carnell said.

Hence her enthusiasm for marketing the business at What Women Want.

“It’s been phenomenal exposure for me,” she said.

In addition to booths like Carnell’s this time the What Women Want Expo will also serve as a launch party for the new Web site put on by The Spectrum and Daily News called SouthernUtahMoms.com. Those interested in taking part can register with the site at the expo today and tomorrow and will be entered into a drawing to win The Ultimate Swan Spa Day at Euphoric Salon and Day Spa that includes a Swedish massage, European facial, manicure, pedicure and eyelash extensions.

“Moms need all the help they can get,” said Kerensa Pfaff, owner of Euphoric Salon and Day Spa. “They need some R&R and some me time, especially if they’re all about their kids.”

The Web site itself is set up to help moms in more ways than just pampering, in fact, the kinds of resources offered on SouthernUtahMoms.com will be based on the suggestions and input from the registered moms.

“Where it goes is where the moms take it so their involvement is absolutely paramount,” said Jennifer Weaver, community conversation editor for The Spectrum and Daily News.

Euphoric Salon’s involvement at What Women Want is not limited to the prize package for SouthernUtahMoms.com -- the Euphoric staff will have a booth all their own where women can stop to receive a hand massage, hair and eyelash extensions. They’ll also be sponsoring their own contest where you can vote on costumes and extreme hair styles designed and modeled by the staff at Euphoric Salon.

“It’s going to draw attention which we want,” Pfaff said of the hairstyles.

Event coordinators expect some 35,000 people to come through What Women Want today and tomorrow, offering the kind of exposure Pfaff and others have come to expect.

“I love the What Women Want Expo. I think it works for us,” she said. “I just love getting out there and meeting people and inviting them to come take advantage of our services.”

Because of fire code constraints and a high demand for booth space, event coordinators opted to remove the stage this year as well as place overflow booths on the lawn and walkway outside the Dixie Center.

“We have more people on the lawn than some events even have (total),” said Dawn McLean, marketing director for The Spectrum and Daily News and organizer for What Women Want. And the waiting list to get a space is “extremely long.”

As of Wednesday businesses were still calling trying to get a spot at the event and McLean said she expects that to continue even through today.

What Women Want started five years ago and this will be the eighth event but the enthusiasm for the one-stop-shopping offered hasn’t worn off for patrons and vendors alike, which makes finding enough space for everyone one of the biggest challenges in planning the event.

“We’re at too much right now,” McLean said, noting the need for the Dixie Center’s anticipated expansion. “That’s the only thing that’s going to help us, otherwise, we’re always going to have people on the lawn.”

The What Women Want Expo will take place from 10 a.m. to 8 p.m. today and 10 a.m. to 6 p.m. Saturday inside and outside the Dixie Convention Center, 1835 Convention Center Drive. Tickets are $5 and you can bring a friend. Kids under 5 are free. For more information, call 674-6221.