Miami Beach wants visitors to have the worst spring break ever

Those with spring break trips planned to Miami Beach may have to reset their Project X expectations. In a bid to promote new rules implemented to curb unruly partiers, the city last week released a trailer of a mock reality show in which the characters have the “worst spring break ever.”

Anti-spring break

The city, one of the premier destinations for college students with a week off from school and an urge to pick up a beer bong, has for years dealt with rowdy crowds, property damage, and fights during spring break. Major crackdowns started after a series of shootings took place in 2021 that prompted a state of emergency.

It’s not me, it’s you: The city’s new spring break-is-no-bueno marketing video – which advertises some of these crackdowns, including $100 parking, curfews, and security and DUI checkpoints – isn’t its first.

Miami Beach last year released a video of it “breaking up” with spring break; it was viewed on social media ~220 million times. Two billboards also blasted this message to drivers coming in and out of the barrier island.

The campaign seems to be working. In March 2024, there were no shootings related to spring break. Citywide arrest numbers were down 8%, and police said they seized fewer than 70 guns after seizing 100+ in 2023.

👀 Looking ahead…Miami Beach’s spring break restrictions will begin February 27 and last through March 31.