Fort Lauderdale, Florida, is taking a different approach to spring break messaging than its southern neighbor, Miami Beach.

Miami Beach police launched a reality TV-themed ad campaign in mid-February encouraging spring breakers to avoid the area after police saw increased violence during spring break beginning in about 2020. Things began to turn around in 2024 as the city bolstered law enforcement and made hundreds of arrests.

The City of Fort Lauderdale launched a similar reality TV-themed ad on Feb. 26 telling spring break tourists to “know the rules” and “enjoy our city responsibly.”

“Come for the fun, but remember to play by the rules. Love may be blind, but we’ll be watching,” Fort Lauderdale Police Department Chief William Schultz says in the “Love is Blind”-themed video.

Spring breakers gather at the beach in Fort Lauderdale, Florida, March 9, 2025. (Romain Maurice for Fox News Digital)

Gov. Ron Desantis noted during a Friday press conference that spring break in Miami saw wild crowds beginning around 2020, when people escaped to Florida during the coronavirus pandemic because its businesses and public areas remained open while other states were still shut down.

Members of the Fort Lauderdale Mounted Police keep an eye on revelers on spring break in Fort Lauderdale, Florida, March 8, 2025. (Romain Maurice for Fox News Digital)

“We were thankful for that. Honestly, a lot of businesses came here and never went back. People came here and never went back because they appreciated the quality of life,” DeSantis said, “but it also got out of control.”

The governor added that he is directing state law enforcement to provide additional personnel and assets to Miami Beach and other spring break hot spots over the coming weeks.