Ten people were killed and 30 injured after the driver of a vehicle struck a crowd on New Orleans historic Bourbon Street early Wednesday, according to NOLA Ready, the city's emergency preparedness agency.

New Orleans police earlier said they were responding to a mass casualty incident, including fatalities. NOLA Ready has advised people to stay away from the area.

Local media said the ramming took place as a large crowd gathered to celebrate the new year in the city's French Quarter, around 3:15 a.m. local time.

CBS quoted witnesses as saying the driver crashed into the crowd at high speed, and then got out and started firing a weapon, with police returning fire.

NOLA Ready said the injured were taken to five local hospitals.

The incident came hours before the kickoff of the Allstate Sugar Bowl, a college football quarterfinal held in the city's Caesars Superdome, with thousands expected to be in attendance.