A unique treasure hunt organized by California-based crypto-millionaire Jon Collins-Black is captivating adventurers across the United States, reigniting the allure of discovery through cryptic clues. Participants, inspired by Collins-Black’s book, There’s Treasure Inside, are scouring forests, mountains, and historic landmarks in pursuit of a multimillion-dollar prize.
One such treasure seeker, Kristie Cowling, a teacher from Las Vegas, recently trekked through California’s Sierra Nevada. Braving cold December weather and a forecast of snow, she ventured into the wilderness near Lake Tahoe, hoping to find one of five puzzle boxes containing gold bars, gemstones, historic artifacts, and even a Bitcoin. “We’re pretty confident right now,” said Cowling, 48, as she traversed the rocky trails.
The hunt, which began in November 2024, has garnered widespread interest, with treasure hunters flocking to online forums to dissect clues from Collins-Black’s book. Each page offers a labyrinth of puzzles, maps, and riddles designed to guide participants to hidden treasures across the country.
A Modern-Day Treasure Hunt Phenomenon
This isn’t the first time a treasure hunt has captured the imagination of adventurers. The late art dealer Forrest Fenn sparked a similar craze in 2010 with his million-dollar treasure, which was hidden in the Rocky Mountains. Fenn’s hunt, documented in his memoir The Thrill of the Chase, drew thousands of searchers and inspired a subculture of amateur treasure hunters.
Collins-Black, who gained wealth through cryptocurrency investments, credits Fenn’s hunt as his inspiration. “It was always around the next corner in my mind. I was completely convinced that I would be the one to discover it,” Collins-Black told USA Today. After failing to find Fenn’s treasure—eventually uncovered in 2020 by medical student Jack Stuef—Collins-Black decided to create his own adventure.
With his love for fantasy and treasure lore, Collins-Black designed the hunt to evoke the mythical appeal of a dragon’s hoard. The five treasure boxes, intricately crafted by a blacksmith, include items such as a sapphire, a Picasso-designed pendant, and collectibles like a Michael Jordan rookie card.
Balancing Thrill and Safety
While the allure of treasure hunting is undeniable, it comes with risks. Fenn’s hunt, for instance, saw searchers venture into dangerous terrain, resulting in several fatalities and numerous rescues. Collins-Black has made efforts to ensure his hunt prioritizes safety. None of the boxes are buried underground, hidden on private property, or located in hazardous areas. “I’m really trying to drill into people’s minds that you don’t have to do anything dangerous,” he said, emphasizing that all locations are within three miles of public roads.
Still, the psychological pull of treasure hunting can be intense. Mike Cowling, Kristie’s husband and a fellow treasure enthusiast, acknowledges the potential for obsession. “The problem is, if you don’t have a job and you’ve been down and out, this is their way out,” he said.
Despite these challenges, the hunt continues to draw a diverse group of participants. Some, like Texas professor Coy Lothrop, are seasoned treasure hunters who have previously uncovered prizes. Others, including first-time adventurers, are motivated by the intellectual challenge and the promise of life-changing fortune.
A Growing Legacy
As the hunt progresses, Collins-Black’s creation is cementing its place in the growing world of armchair treasure hunts. Its blend of cryptic clues, valuable prizes, and emphasis on safety is attracting both veterans and newcomers to the community.
For participants like Kristie Cowling, the journey itself offers a sense of purpose and adventure. “This is the first time I’ve said it: ‘This is it, it can’t be anywhere else,’” she said.
As the search intensifies, the mystery surrounding Collins-Black’s treasure ensures its place as a captivating tale of adventure, intellect, and human resilience.