A man has died after falling from the roof of the Houndshill Shopping Centre's multi-storey car park this afternoon.
Police said the man was 'seen jumping' close to the retail centre's entrance off Coronation Street at around 1.45pm.
He was taken to Blackpool Victoria Hospital but died from his injuries, a spokesman for the force said.
The man has not been named, but he is understood to be in his 30s and from the resort.
His death is not being treated as suspicious, and a file will be passed to the coroner.
A post mortem examination is also due to be held in due course.