Man lucky to be alive after falling 100 feet off cliff in San Mateo Co. when it crumbled beneath him

MOSS BEACH, Calif. (KGO) -- Firefighters used ropes and pulleys to rescue a man who fell off a cliff in San Mateo County when the ground beneath his feet crumbled.

It happened Friday morning at Moss Beach.

The victim fell 100-feet onto the beach below.

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A woman walking her dog heard him yelling for help and called 911.

Firefighters say this is reminder of how dangerous California's cliffsides can be to people and pets.

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