Rotorua man Jared Gray killed after car hit tree had 'a heart of gold'

Thirty-five-year-old Jared Gray died when his car hit a tree in the Rotorua CBD. Photo / Supplied

The family of Rotorua's Jared Gray has paid tribute to him, saying he was a loving man.

The 35-year-old died this morning after his car hit a tree at the roundabout on Arawa and Fenton Sts.

A family spokeswoman said Gray "really did have a heart of gold".

"He was a good person and he would do anything for anyone within his power."

Gray was "born and bred in Rotorua", having attended Western Heights High School as a teenager.

His mother lives in Canberra, Australia and he spent four to five years in Australia himself before returning home to Rotorua for "a fresh start".

Jared Gray's family says he had a heart of gold. Photo / Supplied

His mother was flying to New Zealand today and was "absolutely devastated", the spokeswoman said.

"He did a lot of roofing, that was his main work," she said.

"He had big dreams of having his own roofing business called Rock Solid Roofing, that was his dream.

"He was really well-loved."

She said, while all devastated, the family had rallied together to support each other.

"We have family flying in from Mount Isa, Brisbane, Canberra. I haven't been off the phone this morning, family and friends have all been calling. It does bring family together.

"We are still in the process of arranging the funeral but he will be going to White Haven [Funeral Home] to lie in state. That's where his father's aunt and uncle were so it's appropriate he goes there."

A police spokeswoman said the crash was reported "just after midnight".

The person was the only occupant in the vehicle, she said.

An investigation into the circumstances of the crash is ongoing.