Alexander Spatari
- Miami Beach has launched an ad campaign "breaking up" with spring break tourism.
- Restrictions include curfews, DUI checkpoints, security searches, and arrests for drug possession.
- The campaign follows increased violence and arrests during previous spring breaks.
Miami Beach is "breaking up" with spring break.
The Florida city, known for attracting thousands of spring break travelers, recently released an ad campaign warning people of a crackdown on excessive revelry, including curfews, security searches, DUI checkpoints, and arrests for drug possession and violence. The city's campaign, which began at the beginning of February, will extend through March 31.
"We need to talk. This isn't working anymore, and it's not us," the ad, which has nearly 100,000 views on YouTube, begins. "It's you."
The ad notes how for local residents, spring break should be relaxing on the beach or going to a new restaurant, not watching tourists getting drunk in public and breaking the law.
The ad continues that tourists should expect bag checks, restricted beach access, $100 parking, and strong police enforcement to crack down on violence and disruptions.
Last year, two people were fatally shot during spring break, leading Miami Beach to declare a state of emergency. Last year was the third year in a row that the city implemented emergency policies such as curfews to control crowds.
"We don't ask for spring break in our city. We don't want spring break in our city. It's too rowdy, brings too much disorder, and is simply too difficult to police," said former Mayor Dan Gelber last year.
Police made 573 arrests in Miami Beach last spring break, as well as confiscated over 100 guns, The Wall Street Journal reported.
"That was our breaking point, so we're breaking up with you, and don't try to apologize and come crawling back," the ad notes. "This isn't safe, so we're done."
Some business owners have expressed concerns that this "breakup" could generate lower revenues. Others have expressed concerns that the restrictions may be racially motivated, which Miami Beach's mayor has rejected.
As part of its "Spring Break Breakup," Miami Beach said high-impact measures are in place every Thursday through Sunday, such as flat parking rates of $30 for tourists with high prices on busier weekends, towing rates of $516 that are double the normal rate, limited beach entrances on Ocean Drive, and traffic plans to reduce congestion. Parking restrictions won't apply to residents, permit holders, access card holders, and employees, the website said.
On March 7-10 and March 14-17, the city is closing numerous parking garages, raising parking rates, implementing a License Plate Reader detail, and for select days, installing DUI sobriety checkpoints.
"The measures I proposed approved by our Commission will ensure that our residents, businesses, and visitors are safe and thrive during Spring Break," Miami Beach Mayor Steven Meiner said in a statement in February. "Everyone is invited to enjoy the beauty and hospitality of our City. But we are a law and order City and we will enforce our laws all year round, including during March's Spring Break."
Though many travelers have already made plans — and may not have seen the ad campaign — the "breakup" could reduce disorder. Still, some commenters on YouTube and X noted that these restrictions may not stop spring break travelers from coming.
Spring break helps the state generate billions of dollars in tax revenue a year from tourism, though Florida's growing and diversifying economy, coupled with major population growth, could make visitors less economically central.