While many destinations rely on Spring Break to attract visitors during this period, Miami Beach is doing the opposite and going so far to include a campaign to say "we don't want it".
The campaign, which consists of a series of humorous videos on the theme of break-ups "you (Spring Break) and me (Miami Beach), it doesn't work anymore, it's gone too far, it's officially over" aims to send the message that Miami Beach no longer wants to be THE destination chosen by students to celebrate their Spring Break.
After three straight years of spring break violence and overtourism, Miami Beach officials have implemented month-long security measures throughout March aimed at curbing the influx, including parking restrictions for non-residents, a curfew and the closure of terraces on weekends. The city warned visitors to expect curfews, early beach closures, checkpoints for drunk driving and arrests for drug possession and violence.
In short, everything is in place so that party-goers choose not to go to Miami Beach, ultimately, for the big spring break.
“The status quo and what we have experienced over the last few years is simply unacceptable, intolerable,” said Miami Beach Mayor Steven Meiner. Meiner said the crowds became unmanageable despite a heavy police presence. He said the city can only accommodate a limited number of people, and that capacity has often been exceeded.
“Florida is a very welcoming state. We invite people to come and have a good time. What we do not accept is abuse. What we do not accept is chaos and people who want to wreak havoc in our communities,” he continued.
The campaign is rolling out this week, the first week of March, in the hope that anyone planning to party in Miami Beach during their school break will eventually get discouraged and choose another destination; tourism is good, but not when it degenerates the destination. Moreover, Miami Beach is working on an event that could be organized in mid-March, like a music festival, in order to transform March's clientele from "springbreakers" to "festival-goers."
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