BELOIT, Wis. — A multi-vehicle crash on 1-39/90 is blocking traffic in both directions according to the Wisconsin State Patrol.

The state patrol said that at around 12:31 p.m. on Friday, they received reports of the crash in Rock County around Milepost 181 between Beloit and Janesville.

KB Towing and Recovery officials told Spectrum News 1 that there were 70 cars and 4 semi-trucks involved in the crash.

(Courtesy of Weather Bug)

Troopers found the interstate to be blocked in both directions once they arrived.

As of 1:21 p.m., southbound traffic was being diverted at Avalon Rd. and northbound traffic to Shopiere Rd.

Wisconsin State Patrol urged drivers to avoid the area while they help motorists involved, investigate the crash and clear the roadway. According to KB Towing and Recovery, they are now beginning to tow cars away. All five of their trucks are assisting and they said almost every tow truck in the city is out there helping with clean-up efforts.

Officials said the incident occurred during a “severe winter weather event” that brought snow, ice and whiteout conditions. They said it is believed to have factored into the initial crash.

SSM Health St. Mary’s Hospital in Janesville has been placed on standby for the incident, according to SSM officials. Officials said they’ve received seven non-trauma patients so far and will accept more if needed.

Beloit Health System officials said they received their first patient from the accident at 1:40 p.m. Officials said staff have treated about 27 patients from the accident. 

"We continue to work with local and county EMS but have been notified we will not receive anymore patients," Beloit Health System officials said. "Beloit Health System trains for these types of events and our physicians and staff responded to todays incident with great care and treatment of all patients we received."

This is a developing story. Check back here for more information.