The 70's
Spring Break Moves to Daytona
While it may have gotten started with the wholesome appeal of Frankie Avalon and Annette Funicello, Spring Break, like all American institutions, underwent substantial revision in the turbulent times of the late '60's and the '70's.
Alcohol and other intoxicants played a larger role in the festivities, fraternization between the sexes took on some new dimensions in the period of "free love," and the partying became raucous enough to trash some establishments and to reduce the appeal of attracting college students to some beach communities.
During this time, Ft. Lauderdale was replaced by Daytona Beach, with its cheaper rates, closer proximity to colder East Coast climates, and looser regulations, as the chief mecca for Spring Break party animals.
Alcohol and other intoxicants played a larger role in the festivities, fraternization between the sexes took on some new dimensions in the period of "free love," and the partying became raucous enough to trash some establishments and to reduce the appeal of attracting college students to some beach communities.
During this time, Ft. Lauderdale was replaced by Daytona Beach, with its cheaper rates, closer proximity to colder East Coast climates, and looser regulations, as the chief mecca for Spring Break party animals.
The 80's
MTV Goes to Spring Break
While alcohol still played a central role in Spring Break rituals, planned activities expanded to include more sports, trips to theme parks and other tourist spots, snorkeling and scuba diving, even a job fair.
In 1986, MTV made it's first trip to Spring Break in Daytona Beach. They set up operations in the Plaza Hotel on the Beach in Daytona and for an entire week during March during the peak week of Spring Break generated eight (8) hours of programming a day.
"Spring break is a youth culture event," MTV's vice president Doug Herzog said at the time. "We wanted to be part of it for that reason. It makes good sense for us to come down and go live from the center of it, because obviously the people there are the kinds of people who watch MTV."[1]
They featured numerous live performances from artists and bands on location and began the tradition that continues today.
The marketing thrust also switched, moving from primarily pushing beer and cigarettes to advertising computer-related items, video games, cars, movies and television shows, and other youth-oriented consumer products.
[1] MTV to Broadcast Spring Break Coverage Live". South Florida Sun-Sentinel. March 14, 1986.
