Breaking Up with Spring Break: Miami’s Turning Point — GVSU PRSSA – Grand Valley State University Chapter of the Public Relations Society of America

Every year as Spring Break approaches, students can’t wait any longer to finally have time to themselves. Some enjoy spending their break catching up on ignored chores, working overtime, or indulging in forgotten hobbies. But, some prefer more of a thrill. Their ideal Spring Break consists of wildly partying day and night.

Miami Beach has become a hot spot for these fantasies to take place. Countless Spring Breakers swarm the city, indulging in alcohol, drugs, and unlawful behavior. They have become notorious for disturbing residents, business owners, law enforcement, and city officials.

Spring Breakers Gone Wild

Throughout March, crimes plague the city due to these Spring Breakers. Miami has repeatedly faced Spring Break violence in years past. In 2022, officials became alarmed when two separate shootings wounded five people. Officials responded by announcing a State of Emergency that implemented an 8:00 pm curfew in specific areas of the city. During the City of Miami's press conference, Mayor Dan Gelber addressed how difficult it has been for the city to endure Spring Breakers. "When you have tens of thousands of people coming here… for bad reasons with bad intentions with guns... you only need a few of those to create a scenario that is impossible for us to manage without extreme responses like a curfew," said Mayor Gelber.

Miami experienced two deadly shootings again in March 2023. When the shootings occurred, law enforcement had already arrested more than 320 people and confiscated 70+ firearms. A State of Emergency was declared once again, with emergency measures enforced. The city implemented a weekend curfew for the sale of alcohol and adjusted non-essential business hours. Officials and Mayor Gelber had grown exhausted of tourists' unacceptable actions. In an interview with ABC's "Nightline," Mayor Gerber announced, "We’re going to do everything we can to get rid of spring break. Hopefully, this will be the last year we have these issues."

Miami’s Spring Break(Up): “It's Not Us, It's You”

In 2024, the City of Miami Beach finally had enough. To combat the untamed behavior of nonresidents, Miami Beach released a PSA titled "Miami is Breaking Up with Spring Break." The PSA aimed to inform Spring Breakers of local regulations and measures that would take place during March.

The ad took a humorous and entertaining approach to address these changes. The PSA was formatted to appear as a breakup between residents and Spring Break tourists. The ad used language such as, "We need to talk, this isn't working." and "It's not us, it's you. We just want different things." to share the news that Miami was breaking up with Spring Breakers. During the video, the actors acknowledged the past actions of Spring Breakers and how it was not the way residents wanted to spend their break. News headlines from previous Miami Spring Breaks appear on the screen to help show the severity of the situation. The video ends by sharing a snippet of what regulations nonresidents can anticipate and the quote, "Maybe we can talk when you're done with your Spring Break phase, but until then."

What Spring Breakers Can Expect Now

Miami Beach released a detailed webpage of laws and regulations for Spring Break. Similar to past years, Miami adjusted non-essential business hours and discontinued the sale of alcohol past a specific time. However, Miami has enacted more high-impact safety measures than before. Every Thursday to Sunday in March, Spring Breakers can expect parking fees that range from $30-$100, a doubled towing rate, road closures, security checkpoints, and more.

Although some measures appear extreme, the purpose is to repel Spring Breakers from Miami Beach. The local government, business owners, law enforcement, and residents have endured an uncontrollable crowd they never asked for. Officials hope to transition from a dreadful Springtime occurrence to their idea of a good time, “relaxing on the beach, hitting up the spa, or checking out a new restaurant.” In years ahead, the city can anticipate that the PSA will help promote responsible behavior from Spring Breakers to provide a safe and fun Spring Break for everyone.

About Britlynn

Britlynn Veliz is a sophomore studying Advertising and Public Relations with a minor in marketing. She is in her first semester with GrandPR, where she serves as an Account Associate. She enjoys trying new cafes, hanging out with friends, and listening to music during her free time.