Thirty feet is not all that far away and can still damage your eyes in the event of no obstruction... ie smoke, etc. However, with distance the intensity of the light does decrease.
It will burn you eyes, I have never had it happen to me but I have been told that it feels like a sunburn on the eyes or even salt in the eyes. You even have to be careful not to subconsciuosly (perphial vision) look at it.