MIAMI — Miami Beach is rolling out a new advertising campaign ahead of spring break, signaling a shift in tone two years after the city went viral for publicly “breaking up” with rowdy spring breakers.
City leaders now say they’re ready to welcome visitors back -- with a focus on health-conscious travelers rather than heavy partying.
“We’re a safe city, a fitness city, and we’re not tolerating chaos. We’ve solved that problem. And we’re moving on,” Mayor Steven Meiner said.
This spring, Miami Beach will host several fitness-focused events, including the Life Time 305 Half Marathon and 5K and HYROX. Local tourism leaders say the message is simple: the city is open for business, while still promoting a safer atmosphere.
Commissioners met Thursday and agreed to relax some restrictions put in place in recent years, noting how important March is for local businesses heading into the slower summer months.
“A lot of businesses rely on March to get them through the summer, which are tough months in our city,” Commissioner Alex Dominguez said.
Among the changes: sidewalk cafés will remain open, more street parking will be available, fewer barricades will be used, and city parking garages will operate with rates between $40 and $100. Officials also plan to open more beach entrances and are considering keeping the beach open past 6 p.m.
“We kept 90% of measures but lifted some parking because we do have a lot of events,” Meiner said.
Miami Beach Police will also implement a traffic plan starting at 6 p.m. each Thursday through Sunday to reduce traffic around the South of Fifth (SoFi), West Avenue and Flamingo Park neighborhoods.
Motorists can access the SoFi neighborhood via Alton Road, Washington Avenue and Collins Avenue.
The Flamingo Park neighborhood can only be accessed via Alton Road. Local access restrictions will be enforced on some city streets to limit traffic and improve mobility for residents and business patrons.
Despite the eased rules, enforcement will remain in place. The city will continue using DUI checkpoints and license plate readers and will double towing rates for nonresidents who violate parking rules.
“The moment we see any signs, we reimplement everything. You will get arrested if you break the law,” Meiner said.
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