Positive messaging, planned events for spring break encourage Black leaders and police

Spring break in South Beach often sparks renewed criticism about how the city handles the largely minority crowds that come to town in March.

But following a 2021 marked by clashes between police and crowds, the city that once warned spring breakers to “Come on Vacation, Don’t Leave on Probation,” has responded with a less antagonistic marketing campaign this year and a new city-funded concert series at the behest of the city’s Black leaders.

The city’s new slogan is “Take Care of Our City,” and it features a multicultural group of local influencers, city personnel and industry leaders informing spring breakers about the city’s laws while encouraging them to visit popular areas of Miami Beach while on vacation.

Miami Beach is also planning a $3.2 million concert and activity series during every weekend in March in order to provide entertainment for tourists and residents.

Glendon Hall, chairman of the city’s Black Affairs Advisory Committee, said he was optimistic about this year’s spring break period after seeing how the city listened to his group’s recommendations about organizing events during spring break and improving the tone of the messaging using local celebrities.

“Words matter,” he said. “People will take their cue from the tone and the environment they’re creating, but it’s not just the messaging, it’s the programming.”

Hall said he was on Ocean Drive last year when police tried to enforce an 8 p.m. curfew using a Coral Gables SWAT truck. Officers exited with assault-style rifles and pepper-ball shots were later fired into the crowd.

“We don’t want anything special,” he said. “We just want equal treatment.”

Police say they are taking a less confrontational approach to crowd control, too, letting people naturally leave the beach instead of ordering them off the sand at the end of the day.

In a meeting last month, senior leaders from Miami Beach Police said they would reinforce the new city messaging with more “concierge-type” policing that is far from the “zero tolerance” strategy some city leaders and residents have asked for.

“I think this will make a difference for us,” Maj. Henry Doce said at a Black Affairs meeting. “Sometimes that negative messaging just starts off the conversation wrong.”

At the same meeting, Deputy Chief Wayne Jones said positive messaging would “make a huge and positive difference” on the interactions between police and tourists.

“This is something I think we’ve needed for many years,” he said.

This story was originally published March 2, 2022 at 6:00 AM.

Martin Vassolo

Miami Herald

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Martin Vassolo writes about local government and community news in Miami Beach, Surfside and beyond. He was part of the team that covered the Champlain Towers South building collapse, work that was recognized with a staff Pulitzer Prize for breaking news. He began working for the Herald in 2018 after attending the University of Florida.