Ocean Drive, Miami Beach, FL – Spring break hotspot – Courtesy: marchello74
Although Miami Beach, Florida, is usually one of the most popular spring break spots in the nation, the island community is refusing to welcome spring breakers this year.
With the launch of a new advertising campaign on Friday, the city of Miami Beach sent a clear message to spring breakers: “We’re breaking up with you.” The social media campaign, which outlines more stringent guidelines for visitors, was launched a year after Miami Beach issued a state of emergency in response to two deadly school break shootings.
A number of individuals in the video advertisement, who seem to be residents, are seen “breaking up” with spring breakers. It criticizes tourists who, instead of appreciating the local way of life, “want to get drunk in public and ignore laws.” Additionally, it plays video of the mayhem from the previous spring break and refers to the episodes as “our breaking point” during spring break.
Curfews, roadblocks, early beach entrance closures, security checkpoints at beach access points, and more safety measures have been implemented by city officials. In March, these actions will take place every Thursday through Sunday.
The commercial used images from the tumultuous events that occurred the year before, when authorities imposed a curfew in response to the fatal shootings. That was the “breaking point,” as one speaker in the film put it.
“And don’t make an effort to apologize and then turn around. We’re done, this isn’t safe,” the video said.
On Friday, the day the ad campaign debuted, NBC South Florida reported that spring break crowds were congregating on Miami Beach despite the prohibitions. Many questioned the idea that the new regulations would prevent college students from visiting the city on the internet.
For the third year running, Miami Beach had to implement emergency protocols to manage unruly crowds last year.
The whole police force is putting in extra hours over spring break, according to Miami Beach Police Chief Wayne A. Jones, who spoke with Sam Brock of NBC News. Jones added that drone technology will be used by the agency to support law enforcement.
“You come here, you have a good time, you behave, we will invite you back,” Jones stated. “You come here and break the law, we’re likely gonna arrest you.”
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Born and raised in South Florida, Krystal is a recent graduate from the University of Miami with professional writing experience at the collegiate and national news outlet levels. She’s a foodie who loves all things travel, the beach, & visiting new places throughout Florida.