Miami Beach promises "worst spring break ever" in new marketing video

Why it matters: The city, which has struggled for years to control raucous spring break crowds, went viral last year for a marketing video depicting Miami Beach "breaking up" with spring break.

• Along with enhanced policing tactics, midnight curfews and new parking restrictions, the viral marketing video was credited with helping keep party crowds at bay during last year's spring break.

The latest: The city's new marketing video, which is filmed to look convincingly like a reality show ripped from Netflix, follows a group of friends running into trouble while in town on spring break.

• Police stop them from drinking on the beach and playing amplified music, their car gets towed and their night out is ruined by the threat of a curfew.
• "Worst spring break ever," one tourist says.
• The friends begin fighting, crying and spilling drinks on each other.

Follow the money: The city paid ad agency VML $425,000 to create the 90-second clip, per the Miami Herald, up from the $250,000 it paid VML last year for the viral 60-second clip.

A message appears at the end of the video: "The show is fake. But the rules — $100 parking, curfews, heavy police presence, security checkpoints, DUI enforcements — are very real."

• Spring break restrictions will begin the weekend of Feb. 27 and end March 31.

Zoom in: During the busiest weekends of spring break — March 13-16 and 20-23 — those restrictions include:

• The closure of city garages and parking lots south of 23rd Street.
• A ban on sidewalk cafe seating along Ocean Drive.
• License plate readers on the MacArthur and Julia Tuttle causeways and the closure of some eastbound lanes.

Go deeper: See the full restrictions here