Miami Beach may not be a desired destination next month as city officials shared a reality TV-themed promo on Tuesday aimed at steering away spring breakers.
The minute and 30-second promo is part of the city's "Spring Break Reality Check" campaign, according to a memo written by Miami Beach City Manager Eric Carpenter.
"The Office of Marketing & Communications, in close collaboration with the (Greater Miami Convention and Visitors Bureau) and their agency of record VML, will launch a marketing campaign aimed at notifying potential spring breakers that Miami Beach is not interested in being a party destination and will not tolerate disorderly behavior," the memo reads.
The memo outlines several precautions and safety measures that will be put in place ahead of March 13-16 and March 20-23, which are periods the city believes will generate the largest spring break crowds this year based on college schedules.
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