MIAMI BEACH, FLA. (WSVN) - Miami Beach officials don’t seem to be sweating the return of spring break.
A new PSA released this week by the city says Miami Beach is fit for fun.
This year’s video shines a spotlight on fitness. Its premise revolves around a man who woke up from a 10-year coma expecting to return to an older version of South Beach.
Instead, he’s pleasantly surprised to find more reps than regrets.
City officials say the video’s focus is a message that, while Miami Beach is open for business, they will do things the right way.
“Not just walk away, jog away, run away. It’s health and wellness themed, but Miami Beach is open for business, and we are going to do things the right way,” said Miami Beach Commissioner Joseph Magazine.
“It shows our city what we are: we’re a law and order city, and you see that when he’s holding an open bottle, and the police tell him that he needs to remove that,” said Miami Beach Mayor Steven Meiner.
The city’s crackdown campaigns have seemingly been effective. In 2025, officials reported fewer crowds and less chaos, a sharp contrast to past years marked by shootings, stampedes, and curfews.
On Thursday, Miami Beach commissioners voted in favor of a proposal to loosen some of the restrictions that were in place in 2025, including beach closures and parking restrictions.
“We kept 90% of those measures. We made it a little easier for parking, moving some of the barricades to help our businesses,” said Meiner.
One business owner who attended the meeting said he’s happy with the decision because he would rather have the healthy people than the unruly crowds.
“Well, I’m optimistic that we’re not going to have the lockdown that we’ve had in recent years, which is great,” said Mitch Novick, owner of Sherbrooke Hotel.
The message this year to those coming to Miami Beach: break a sweat!
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