It’s not every day you see a city try everything in its power to curb tourism. On the contrary, you’ll often find cities try to bring in more tourists! But you can say Miami Beach is different, at least this time of year. As the city braces for spring break, a new ad campaign is reminding unruly visitors that the “relationship” they once had is no more.
Framed like a breakup between locals (the actors on screen) and would-be spring breakers (the viewers in this case), the ad features cliché lines like “we need to talk” and “it’s not us, it’s you.” The actors explain that their idea of a good time is relaxing on the beach, trying new restaurants and having spa days, whereas spring breakers “want to get drunk in public and ignore laws.”
The video flashes back to incidents of the year before, labeling it as a “breaking point.” The city had declared a state of emergency, saw two deadly shootings and nearly 500 arrests, according to Miami Beach Police.
The video was posted to the official City of Miami Beach social media accounts with the hashtag #SpringBreakUp. It has garnered millions of views, with 3.4M on X alone.
Spring break rules this year
So how is Miami Beach breaking up with their unwanted exes this year? City officials have implemented several measures, including curfews, bag checks at beach access points, early beach entrance closures, DUI checkpoints, $100 flat parking fees and towing rates of $516 — double the normal rate. The periods between March 7-10 and March 14-17, the second a third weekends of the month, are expected to generate the largest spring break crowds of this year.
For more spring break safety measures and the city’s “Spring Break Breakup” campaign, visit their website.