MIAMI BEACH, Fla. — Typically, cities jump at the opportunity to bring in tourists — especially during busy travel times like spring break.
But for Miami Beach, this year was a different story.
After it was inundated with unruly mobs and deadly shootings this time last year, the notorious spring break destination is actively trying to keep chaos-causing crowds away for 2024.
The city put out a clever ad that caught the attention of more than a million people across the country, a video "breaking up with spring break." As of March 4, it had more than 1 million views on the platform X alone.
"It's not us, it's you. We just want different things," an actor in the video says.
The people in the video go on to say that for spring break, they just want to relax on the beach, go to a spa or try out a new restaurant.
"You just want to get drunk in public and ignore laws," another actress says.
The video describes last year's incidents as the city's "breaking point."
In 2023, Miami Beach saw two deadly shootings, more than 400 arrests, more than 100 confiscated firearms and multiple other violent incidents during spring break.
So far, the city's new approach seems to be working.
Spring breakers told CBS Miami that there have been "good vibes" all around and a feeling of safety with the city's increased security precautions. And according to the news outlet, there have been just 35 reported spring break-related arrests so far.
As part of its "break up" approach, Miami Beach:
- limited beach entrances,
- increased parking rates for non-residents,
- doubled towing rates,
- cracked down on vacation rental rules.
- restricted liquor store hours,
- prohibited sidewalk seating and
- increased bag checks, DUI checkpoints, curfews and patrols.
With spring breakers deterred from Miami Beach, Tampa Bay-area beaches prepared to see an influx of crowds. Clearwater police will be increasing patrols for spring break. The Pinellas County Sheriff's Office also plans to release a video reminding beachgoers of the rules. No major incidents have been reported thus far.
