Levi, a popular Finnish ski resort typically bustling in winter, is seeking to attract visitors during the off-season. To combat low summer attendance, the resort is launching a unique treasure hunt for a golden brick valued at 20,000 euros (approximately 480,000 Czech crowns). The initiative aims to capitalize on the appeal of the midnight sun phenomenon during the summer months. Organizers hope the contest will draw tourists seeking an adventurous and potentially lucrative experience. The golden brick hunt is a novel approach to diversifying revenue streams and extending the tourist season beyond winter. Details regarding the hunt’s rules and duration have not yet been fully released, but the resort anticipates significant interest. This promotion represents a creative strategy to overcome seasonal challenges faced by many ski destinations.