HALF MOON BAY, Calif. (AP) — Authorities say a young man has died after a hole he dug on a Northern California beach collapsed and trapped him in the sand for at least five minutes.

CalFire Coastside Capt. Jonathan Cox said Tuesday that the man was unconscious by the time firefighters arrived at Francis State Beach in Half Moon Bay.

Cox says the man dug a roughly 10-foot-deep hole and was standing in it around 5:30 p.m. Monday when the sand collapsed around him. About 30 people, including the man's friends and bystanders, frantically dug to expose his head. They were able to free his head in five minutes.

Cox says rescuers pulled the unconscious man from the sand in about 35 minutes. Paramedics tried to resuscitate him, but he was pronounced dead at the scene.