PIERCEFIELD — A Tupper Lake resident died early Thursday morning following a motor vehicle crash that State Police determined was initiated by a medical emergency.

Marc R. Counter, 74, of Tupper Lake, was pronounced dead on site, despite life-saving attempts by first responders. The crash happened in the vicinity of the intersection between state Route 3 and Massawepie Road. State Police responded to a report of a one-car crash there at 6:30 a.m.

Upon arrival, Troopers found Counter unresponsive inside a red 2022 International Harvester tow truck that he had been operating, according to State Police Public Information Officer Trooper Brandi Ashley. Counter owned and operated Counter’s Garage at 358 Park St., a business he took over from his father and ran for more than 50 years, according to his obituary.

She said troopers initiated CPR until the Tupper Lake Volunteer Ambulance and Emergency Squad arrived and continued lifesaving measures. The Tupper Lake Volunteer Fire Department responded to the scene for a mutual aid request from the EMS at 6:52 a.m.

A preliminary State Police investigation determined Counter had been traveling eastbound on state Route 3 in Piercefield when he suffered a medical emergency. This caused the vehicle to leave the roadway and strike a guardrail along the east shoulder. State Police did not specify what the medical emergency may have been, and said the investigation remains ongoing.

There will be a celebration of life for Counter at the Raquette River Brewery, 11 Balsam St., from 2 to 4 p.m. Saturday.