WESTFIELD, NJ — Teams are encouraged to use their wiles in an upcoming contest that will have them solve riddles and dash around the downtown on Sunday.

What is it?

The New Jersey company Midnight Madness Events has partnered with Downtown Westfield Corporation for the hunt, which will have people of all ages solve the queries and take selfies at spots in the downtown for the chance to win prizes. Westfield is calling the event, "Midday Madness."

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Jason Gourvitz, who is among the game masters running the event, said he and his fellow masters will be stationed in the space formerly occupied by Chico’s while participants scour the downtown. At least 20 teams have already registered for the event, Gourvitz said on Wednesday.

Mum’s the word about the specific clues.

Tell us about the clues?

“I don’t know if we really want to give out the clues that people are going to be playing with,” Gourvitz said. “That would give them an unfair advantage if they read the article.”

While Midnight Madness Events typically runs scavenger hunts that have teams drive to various locations, Westfield’s event will be entirely held on foot, he said.

Folks get to make funny faces?

Teams will dash from shop to shop with tasks, which will include taking photos with store owners and making funny faces in front of storefronts, Gourvitz said.

Erin Ben-Hayon, who chairs the promotions committee of Downtown Westfield Corporation, anticipates local shops will get some time to shine online.

“The stores will all get people going into them,” Ben-Hayon said. “And they’ll also get the social media attention.”

The finish line will be at former Chico’s location at 76 Elm St.

What else do players need to know?

The event is set for Sunday, March 10 from 1 – 4 p.m. with an April 7 rain date. Players who have registered in advance will be notified in the event of rain.

The cost to participate is $10 per adult and $5 per child to be paid at the registration table at 76 Elm St. on the day of the event (cash or check). Participants may register at this link here.

Email Staff Writer Matt Kadosh at mkadosh@tapinto.net; Follow him on Twitter: @MattKadosh