SAN FRANCISCO (CBS SF) — A man died after he fell 200 feet down a cliff at San Francisco’s Lands End on Wednesday, fire officials said.

Around 2:50 p.m., firefighters first learned of the victim, who they spotted on rocks along the surf. Rescue swimmers attempted to reach the victim and he was rescued, but he was pronounced deceased, San Francisco Fire officials said.

READ MORE: FDA to Consider Pfizer Application for COVID Booster Shots on Friday

Fire officials are asking people to avoid the area, which remains an active scene Wednesday afternoon.

The U.S. Park Police in San Francisco is investigating the incident.

MORE NEWS: Marin County Uses State Grant to Seal Rural Roads With Recycled Tires

© Copyright 2019 CBS Broadcasting Inc. and Bay City News Service. All Rights Reserved. This material may not be published, broadcast, rewritten or redistributed.