UPDATE: On Friday, police identified the victim as 33-year-old Neil Madore from Toronto, Canada.

VIRGINIA BEACH -- An unconscious man pulled from the water near 24th Street in Virginia Beach has died, officials said.

According to EMS spokesperson Ed Brazel, the man had been swimming when bystanders and his family on the beach saw he wasn't moving and was drifting away from the shore.

Emergency crews responded, along with the city's contracted lifeguard service. Lifeguards performed a rescue, bringing the man ashore unconscious, Brazel said.

The man was taken to Sentara Virginia Beach General Hospital where he was pronounced dead.

Lifeguards patrol the Oceanfront area using ATVs or trucks 9 a.m. to 5 p.m. daily during the last two weeks of September. There are no lifeguard stands deployed after September 15.

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