Miami Beach Announces It's 'Breaking Up' With Spring Break Over Fatal Shootings, Lawlessness

In a new social media campaign, the city revealed additional security measures it will take to contain crowds.

Jeff Greenberg / Universal Images Group via Getty Images

Miami Beach is cutting ties with spring break.

In a new social media ad from the weekend, the city announced that it's “breaking up with spring break.” The public service campaign rolled out new measures to ensure tourists’ safety this month, which include curfews, bag checks, restricted beach access, DUI checkpoints, $100 parking, and stronger police enforcement for drug possession and violence.

Hey Spring Break, we're over. 👋 #SpringBreakUp

— City of Miami Beach (@MiamiBeachNews) March 1, 2024
Twitter: @MiamiBeachNews

In an attempt to further capture the spirit of the times, a new billboard also popped up in Miami, which shows a screenshot of a text message thread that reads, “You’re toxic. We’re done."

Miami Beach’s “breaking up with Spring break” billboard on 79 St in Miami.

The text bubble reads: “You’re toxic. We’re done”

— Joel Franco (@OfficialJoelF) February 28, 2024
Twitter: @OfficialJoelF

According to USA Today, Miami Beach is increasing security every Thursday through Sunday in March, and will limit beach access and shutter liquor stores early. From March 7-10 and March 14-17, parking garages will also be closed in South Beach.

Reactions to the campaign have been mixed, with some applauding Miami Beach, some wondering about the legality of the new security measures, and others calling the city out for purposely targeting Black and POC people.

Shutting down spring break because you don't want black people in your city is wild

— Chuck Yeager's Acura (@WhiskeyBison) March 1, 2024
Twitter: @WhiskeyBison

Me, giving the parking attendant a crisp $100 bill knowing that I am safe on spring break

— restraint maximalist 👾 (@nomorelibs4ever) March 4, 2024
Twitter: @nomorelibs4ever

blk ppl right now

— Mateo (@bufffakecel) March 4, 2024
Twitter: @bufffakecel

Using people of color to promote the thoughts of old white people about the gatherings of people of color...

— DJ Valentine (@TryingToBeDJV) March 2, 2024
Twitter: @TryingToBeDJV

Bag checks to access a public beach? How can that be legal?

— HimmyTkachuk🐐 (@UFgators948) March 2, 2024
Twitter: @UFgators948

I love this, A+ public service campaign.

— Christina Pushaw 🐊 🇺🇸 (@ChristinaPushaw) February 29, 2024
Twitter: @ChristinaPushaw

You know last year’s spring break was bad when MIAMI doesn’t want tourists and their money

— eepy af @ organizing 🔋 (@MOLENAIDE) March 4, 2024

Black Americans. Miami basically just cancelled Spring Break to keep black misbehavior/anti-social behavior out of the city. Now do you understand Jim Crow and Sundown Towns?

— Because We Live Here (@BWLH_) March 4, 2024
Twitter: @BWLH_

Last year’s spring break left two people dead, and saw chaotic crowds, leading to a state of emergency. The year before, in 2022, two shootings injured five people, and the city instituted a curfew.

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