Officials say 26-year-old Adam Pye and some of his friends just finished digging 10 feet into the ground when Adam jumped in the hole. Suddenly, the sand started caving in around him and Half Moon Bay beachgoers said they heard screams for help.
Dozens of people rushed over to help dig him out with whatever they had on them at the time but it took them 5 minutes to expose his head.
Then firefighters arrived and worked to get the rest of him out. Paramedics spent about an hour performing CPR on the unconscious man but they couldn't revive him.
Adam's parents told WALA they're devastated by the loss of their son who just graduated college and was taking a break before starting a new job.
His mother said, "That was all he ever did was just school, work and finally he graduated to say, 'Mom, finally, now I have some time, I can rest.'"
The city's fire captain only recalls one similar incident in the past 20 years.