A pickup truck driver who officials said was “hell-bent on bloodbath” plowed through a crowd in New Orleans’ busy French Quarter, killing 10 people and injuring 30 others. The crime is being investigated as a terrorist attack on New Year’s Day.

The attack occurred around 3:15 a.m. Wednesday on Bourbon Street, known worldwide as one of the largest New Year’s Eve party spots, and crowds in the city erupted in anticipation of the Sugar Bowl college football playoff game later nearby Superdome in the height of the day.

“He was determined to cause the carnage and the damage he caused,” Police Commissioner Anne Kirkpatrick said. She said police officers would work to ensure security at the Sugar Bowl and noted the game would go ahead as scheduled.

“It was very deliberate behavior. “This man was trying to run over as many people as he could,” Kirkpatrick said.

Officials did not immediately provide information about the driver’s status, whether there was an ongoing threat to the public or a suspected motive for the deadly incident at the city’s famous Canal and Bourbon Streets early Wednesday.

Alethea Duncan, an assistant special agent in charge of the FBI’s New Orleans field office, said officials were investigating the discovery of at least one suspected improvised explosive device at the crime scene.

NOLA Ready, the city’s emergency preparedness arm, said the injured were taken to five local hospitals. A police officer was among the injured.

The White House said President Joe Biden had been briefed.

This is a developing story; Check back for updates.