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The GMBHA team has been in close contact with Miami Beach administrators and elected officials to provide feedback about how to continue to improve the city’s planning for this important travel season.

Due to the advocacy from our team, many of you, and our partners in the Miami Beach business community, the city has pivoted this year’s Spring Break plans to take into account many of the concerns or suggestions from our industry.

Spring Break Marketing

This year the city has taken a new direction in its marketing efforts, focusing on a welcoming message that defines Spring Break affirmatively and pulling back on the messaging that in previous years described what the city did not want.

This year’s marketing campaign titled “Wake Up To A New March” redefines Miami Beach as the new capital of health, fitness, and wellness. You can view the city’s new video and marketing campaign by visiting breakasweatmb.com.

Spring Break Plan Improvements

At their February meeting, the City Commission unanimously approved a resolution giving the City Manager the flexibility to make key adjustments in this year’s plans:

  • DUI checkpoint and lane reductions on Macarthur Causeway will begin later, at 10 or 11pm, to minimize traffic disruptions during important dinner service hours.
  • Sidewalk cafes will be allowed to remain open.
  • Barricades will be removed from Washington, Collins, Ocean, and will only be kept in a few select locations.
  • Street parking will be restored on these streets with enhanced enforcement.
  • Parking garages in South Beach, on Lincoln Road, and along Alton will remain open with flexible rates, adjustable as needed (starting at $40, which could be increased as high as $100 based on crowding)
  • Beach access remain open beyond 6pm and additional access points will be provided (six total access points between 5th and 15th streets).
  • No curfew is being discussed, although the city manager retains the ability to impose one if needed.

You can also view a summary of the city’s Spring Break plans and rules by clicking here and scrolling down to the section titled “Rules and Regulations”.

Overall, these changes are a very positive adjustment of Spring Break plans which will provide much needed support to the operation of our hotels and hospitality businesses. Very importantly, the City of Miami Beach Police Department is very confident that these changes will not have any negative impact on safety and security during this period.

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