If the 2010 St. Paul Winter Carnival needs a new slogan, it could easily be “Now, 40 Percent Bigger!”

That’s because this year’s “Coolest Celebration on Earth” has added nearly 20 new events to its 11-day lineup for a total of more than 45 ways to get outside and enjoy winter.

The carnival folks have added “niche” events to appeal to a wide swath of people — like a couple of exhibition rugby matches, an outdoor beer fest and some end-of-festival fireworks. They have been careful to keep the annual parades, ice sculptures and memorabilia displays, too.

“This is the time of year people are anxious to get out and do things,” said Beth Pinkney, head of the St. Paul Festival and Heritage Foundation, the group that puts on the Winter Carnival.

Other new events this year include a juried art show, a jazz night, an ice-fishing contest and a new “Moon Glow” parade.

Pinkney’s group has partnered with other St. Paul organizations to expand the carnival’s offerings, including the Ramsey County Historical Society, the St. Paul Central Library and … the Institute of Navigation, Satellite Division?

“Yes, that’s their name,” Pinkney said.

The group, a society that encourages scientific learning, plans to promote the “Autonomous Snowplow Competition” this year in hopes of inspiring students to enter a 2011 robotic snowplow contest (the institute already hosts an autonomous lawn mower contest).

The carnival, Jan. 21-31, will attract about 300,000 people to venues in and around St. Paul, Pinkney said.

“The goal is to keep people downtown. When you come for the parades, why not stay and take advantage of the wonderful amenities St. Paul has to offer?” she said.

Here’s a bit more of the new stuff:

Art on display: Artwork envisioning “the Winter Carnival and all of its fun and frivolity” is on display at the Black Dog Cafe on Prince Street in Lowertown. A closing reception is slated for 6 p.m. Jan. 29. Ongoing through Jan. 30.

Jazz: Pianist Jon Weber joins bassist Gordy Johnson and drummer Kenny Horst for a show at the Artists’ Quarter, 408 St. Peter St.; $10; 9 p.m.-midnight Jan. 22.

Broomball challenges: Daily corporate matchups will start at noon at the Landmark ice rink followed by “happy hour” challenges at 5 p.m. Jan. 22-29.

Moon Glow pedestrian parade: The public is welcome to watch or join in as Winter Carnival royalty and visiting dignitaries walk from the James J. Hill house to the State Capitol. The route will be lit by luminarias and tethered hot-air balloons at the Capitol. 5:30 p.m. Jan. 22.

Beer fest: The St. Paul Winter Carnival Beer Dabbler will feature 40 kinds of beer in Mears Park. This ticketed event for folks 21 and older follows the Grande Day Parade. 3:30-7:30 p.m. Jan. 23.

The other, other football: Two exhibition rugby matches — men and women — will go down at McMurray Fields near Como Park and could be a precursor to a full-fledged tournament during next year’s carnival. 11 a.m. Jan. 23.

Kiddie parade: Decorate your sled and make a lap of Rice Park as part of the Kids Day Parade. Family-friendly events will also take place in the Landmark Center Cortile. 2-4 p.m. Jan. 24.

Frozen fish: After a 25-year absence, the Winter Carnival’s Ice Fishing Contest is back on White Bear Lake. The “World’s Original Ice Fishing Contest” features a 4×4 truck as top prize. Noon-3 p.m. Jan. 30.

Parade routes: Due to construction, both the Jan. 23 King Boreas Grande Day Parade and the Jan. 30 Vulcan Victory Torchlight Parade will start at Fifth and Wacouta, move up Fifth to circle Rice Park and end on Fourth at St. Peter.

Fireworks: The Mississippi River and downtown St. Paul will be lit by pyrotechnics as part of an inaugural fireworks display following the Torchlight Parade and overthrow of King Boreas on the steps of the St. Paul Central Library. Jan. 30.

For more information, go to winter-carnival.com.

John Brewer can be reached at 651-228-2093.

Copyright 2010 Pioneer Press.