Beachgoers sprawled throughout Miami Beach during spring break – Courtesy: Shutterstock – Image by Angela N Perryman
Compared to its southern neighbor, Miami Beach, Fort Lauderdale, Florida, is adopting a different spring break message strategy.
When Miami Beach police noticed a rise in crime over spring break starting around 2020, they started a reality TV-themed ad campaign in mid-February urging spring breakers to stay away from the region. As the city increased law enforcement and made hundreds of arrests in 2024, things started to improve.
On February 26, the City of Fort Lauderdale released a similar reality TV-themed advertisement advising visitors on spring break to “enjoy our city responsibly” and “know the rules.”
“Remember to follow the rules, but come for the pleasure. “Love may be blind, but we’ll be watching,” says William Schultz, chief of the Fort Lauderdale Police Department, in the film with the theme “Love is Blind.”
The advertisements depict the two departments’ divergent views to spring break: Fort Lauderdale encourages visitors to come as long as they abide by the city’s regulations, while Miami Beach advises them to completely avoid the holiday spot.
Alcohol, coolers, tents, tables, electric scooters, and live or amplified music are all prohibited in some locations.
In addition to a daily beach clean-up at 5:30 p.m., the city announced “increased enforcement” in specified locations and at specific times of the day.
“Our city is known for its beautiful beaches, great weather, and exciting atmosphere, and we want everyone — residents and guests alike — to have a safe and enjoyable time,” President Dean Trantalis of Fort Lauderdale said in a statement released on February 26. “Know the Rules: To maintain a fun and respectful environment, extra restrictions are in effect until April 12.”
In contrast, Miami Beach Mayor Steven Meiner referred to this year as “a reality check,” stating that the city’s advertising campaign illustrates “what is going to happen if you come here, and you don’t play by our rules.”
In 2024, Miami Beach saw less violence and smaller-than-normal crowd sizes as a result of a similar advertising campaign. By March 17, 2024, compared to March 2023, arrests decreased 8% citywide, according to Police Chief Wayne Jones.
During a news conference on Friday, Governor Ron Desantis pointed out that Miami’s spring break experienced crazy crowds starting around 2020, when many fled to Florida during the coronavirus outbreak because its public spaces and businesses were open while other states were still closed.
“We were appreciative of that. To be honest, many companies came here and never returned. Because of the high standard of living, many moved here and never left,” DeSantis added, “but it also got out of control.”
The governor went on to say that over the next few weeks, he is ordering state law enforcement to send more staff and resources to Miami Beach and other popular locations for spring break.
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Melissa’s career in writing started more than 20 years ago. Today, she lives in South Florida with her husband and two boys.
