Many in the Northstate are taking advantage of the extreme drought plaguing the region.
Several people out at Lake Shasta near Lakeshore Drive in Lakehead Sunday afternoon were rediscovering the hidden treasures of the lake.
Even with lake levels low, the Shasta Lake Business Owner's Association says they’re seeing a huge rise in business around the lake.
They say it’s the warm temperatures and the curiosity that's bringing people out.
"Of course the bathtub ring looks pretty bad right now but even with 130 feet down we have 220 miles of shoreline,” said Shasta Lake Business Owner Association president, Matthew Doyle. “Once you're on the water, it's absolutely the same if it was full.’
"You never know when you're going to be able to do this again,” said Shasta Lake visitor, Josh Tadlock. “Everything that is down here, who knows when you're going to see it again?"
The only part of the industry that has dropped is the number of reservations for house boats and rental equipment.
The Business Association believes it's the sight of the lake being so low that is driving away customers from out of town.