Miami Beach's reality TV-themed promo forewarns spring breakers as curfews, rules return

USA Today

04-02-2025

Miami Beach may not be a desired destination next month as city officials shared a reality TV-themed promo on Tuesday aimed at steering away spring breakers.
The minute and 30-second promo is part of the city's "Spring Break Reality Check" campaign, according to a memo written by Miami Beach City Manager Eric Carpenter.
"The Office of Marketing & Communications, in close collaboration with the (Greater Miami Convention and Visitors Bureau) and their agency of record VML, will launch a marketing campaign aimed at notifying potential spring breakers that Miami Beach is not interested in being a party destination and will not tolerate disorderly behavior," the memo reads.
The memo outlines several precautions and safety measures that will be put in place ahead of March 13-16 and March 20-23, which are periods the city believes will generate the largest spring break crowds this year based on college schedules.
The city created and pushed a 'breakup' campaign last year, which Miami Beach Police Chief Wayne Jones credited for limiting crowd sizes and creating a safer environment. Jones added that arrests citywide went down 8% by March 17, 2024, compared to that time in 2023.
While the city saw last year's campaign as a success, some businesses said the measures went too far when the midnight curfew was issued. M2, a nightclub in Miami Beach, reported half a million dollars in revenue loss during this period, according to WSVN.
'Spring Break and Miami Beach don't mix'
The city of Miami Beach shared the video in an X post on Tuesday with the caption, "Consider this your reality check. Spring Break and Miami Beach don't mix."
The video begins with a group of college-aged people driving to Miami Beach for what one girl says will be "the best spring break ever." About 15 seconds into the promo, another girl says, "Once we got to Miami Beach, things went downhill fast."
The video continues with Miami Beach police officers telling the group that they cannot drink in public or play loud music.
"Apparently the only thing that wasn't contraband was the grapes and the cheese," a girl says in the video.
The group then begins to argue about Miami Beach's curfew in the promo, which in 2024 was at midnight, former Miami Beach City Manager Alina Hudak told ABC News. It is unclear what the curfew will be this year.
The video ends with one of the girls listing some of the safety measures put in place by the city, including DUI sobriety checkpoints, increased police presence and $100 paid parking.
What other measures is Miami Beach implementing?
In addition to the DUI sobriety checkpoints, increased police and a $100 flat fee parking rate, according to the memo, Miami Beach officials plan to:
Close all parking garages and surface lots south of 23rd Street. The $100 flat rate will be imposed at garages in Sunset Harbour and on 42nd Street. The closures and rates won't apply to city residents and employees.
Close sidewalk seating on Ocean Drive.
Implement license plate readers on the Julia Tuttle and MacArthur causeways heading to Miami Beach, as well as a DUI checkpoint along Fifth Street.
Suspend rentals of motorized vehicles, such as 'Slingshots," golf carts, scooters and mopeds.
Allow vehicles only to enter Ocean Drive from the northern end of the street, and make them exit at Fifth Street. Barricades will line the west side of the strip.
Enforce a nonresident towing rate of $516, which is double the regular rate for vehicles towed in South Beach.
Make packaged liquor stores in the Entertainment District adhere to an 8 p.m. regular closing time.