A 29-year-old male cyclist is dead after being struck by a vehicle on the city's north-end Thursday night.

Edmonton police report two cyclists were riding their bikes across 137 Ave. around 9:30 p.m. in a marked crosswalk.

The victim was riding in front when he was struck by a vehicle heading west. He was pronounced dead on scene.

Family members have identified the victim as Jeremy Half.

Police say the driver was not distracted or under the influence of alcohol at the time of the crash. But investigators say the cyclist did not get off his bike while crossing the street.

"When you are on a bike and you are entering a roadway you have to obey the rules of the road as if you were a motor vehicle, that may not have occurred leading to the collision," said Sgt. Dave Thomson with the Edmonton Police Service.

Police say the cyclist was not wearing a helmet. The female driver of the car and the second cyclist were not injured.

Eileen Cornfield says she uses that same crosswalk and feels it is poorly lit.

"I just about got hit myself a couple of times," she told CTV News.

Cycling advocate Michael Kalmanovitch agrees with Cornfield.

"Reflective clothing is only good if a source of light hits it then they illuminate quite nicely," said Kalmanovitch with the Edmonton Bicycle Commuters Society.

Even the mayor admits the city needs to do a better job.

"There is a real need in the City of Edmonton to have a better handle on some crosswalks," said Mayor Stephen Mandel.

And while better lighting may help the situation, police say the onus falls on cyclists and motorists.

"If you are a pedestrian assume that the vehicles aren't going to stop for you and if you are a vehicle assume that the pedestrians are going to cut in front of you," said Sgt. Thomson.

Police are still investigating to determine whether the victim may have been under the influence of alcohol. They are now awaiting results of toxicology tests.

Investigators say it's too early to say whether charges will be laid.

This marks Edmonton's 25th traffic fatality of 2010.

With files from Sonia Sunger