In the heart of New York City’s Times Square, a new billboard campaign is turning heads—and perhaps stirring up a bit of envy among snow-weary New Yorkers. The giant digital screens, usually reserved for Broadway shows and luxury brands, now display sun-drenched beaches, sparkling blue water, and a bold invitation: “Miami Beach is open for business.” Behind this splashy marketing push is Florida developer Russell Galbutt, who sees a golden opportunity in the aftermath of New York City’s latest mayoral election.
On November 21, 2025, Galbutt launched his campaign with a clear aim: to entice both residents and businesses from New York City to pack their bags and head south. The timing is no accident. Just weeks earlier, Democratic Socialist Zohran Mamdani was elected mayor of New York City—a result that sent ripples of surprise and, for some, apprehension through the city’s business and Jewish communities. According to NPR, Galbutt believes that Mamdani’s victory, and the political direction it signals, could be the perfect catalyst for a new migration wave to Miami Beach.
“We have yet to see how the new mayor is going to do. But there’s no question that there’s a lot of surprise and shock,” Galbutt told NPR. For him, the election outcome is more than a headline—it’s a business opportunity. He’s betting that concerns about Mamdani’s policies, especially among affluent New Yorkers and business owners, will make Miami Beach’s sunny climate and business-friendly environment all the more attractive.
Galbutt isn’t working alone. Miami Beach Mayor Steven Meiner is enthusiastically backing the campaign, echoing its core message in his own social media outreach. “We’re just highlighting, ‘Hey, if you’re looking for a law and order city with sunshine, with no state income tax, there’s a lot of positives for why you should be here,’” Meiner explained to BERITAJA. He’s quick to point out the city’s unique blend of lifestyle perks—beaches, sunshine, and, crucially, the absence of state income tax—as powerful incentives for those considering a move.
But the campaign isn’t just about palm trees and tax breaks. Beneath the sunny messaging lies a deeper concern about the future of business in New York City under Mamdani’s leadership. “The mayor-elect is a self-described socialist and I think there’s a concern about the freedom of businesses to act as capitalist businesses need to. But there’s also a concern by Jewish residents and businesses,” Meiner added in his interview with NPR.
That anxiety isn’t unfounded. Mamdani’s outspoken support for Palestinian rights and his critical stance on Israel have unsettled some in New York’s Jewish community. Exit polls from this month’s election showed Mamdani received about a third of the Jewish vote—a figure that reflects both division and discomfort. As BERITAJA reported, some Jewish business owners are now weighing their options, wondering if Miami Beach might offer a more welcoming environment. (Notably, Mamdani’s office did not respond to requests for comment on the billboard campaign.)
The push to attract New Yorkers also comes at a pivotal moment for Miami Beach itself. After years of chaotic spring breaks—marked by violence and even shootings—the city adopted tough anti-spring-breaker measures two years ago, around late 2023. While these policies have been effective in restoring order, they’ve also had an unintended consequence: declining sales tax revenue and a string of business closures. Galbutt, frustrated by what he sees as economic stagnation at one of Florida’s most popular resort destinations, decided it was time for a new approach. “Miami Beach went into an entire campaign to tell people that we didn’t want spring breakers in Miami Beach any longer,” he said. “But we never spent five cents or $5 on a campaign saying who we do want.”
Now, the focus is on drawing in a different crowd—one with deep pockets and a taste for luxury. Mayor Meiner is optimistic about the city’s prospects. He points to a $30 million revitalization project currently underway to boost Miami Beach’s iconic Lincoln Road business district. “We have Lamborghini ... opening up a showroom in Miami Beach. A Swiss watchmaker is coming here,” Meiner shared with NPR. “There’s a lot of investment coming here. And we’re just highlighting for people who maybe hadn’t thought of Miami Beach, that they should be.”
Of course, not everyone in Miami Beach is rolling out the welcome mat without reservations. While Meiner says he’s received “mostly positive comments” from residents about the campaign, he acknowledges there’s been some pushback on social media. “The negatives,” he admitted, “were really directed like, ‘Why are you trying to bring more residents here? We already have a lot of traffic.’”
An informal survey among Miami Beach locals reveals a community divided, but leaning toward support. Retiree Neil Kahanovitz, who left New York for Miami Beach, is enthusiastic about the prospect of more former New Yorkers joining him. “Well, having come from New York, I wouldn’t mind a few more,” he told BERITAJA. For Kahanovitz, the decision to leave was driven by familiar grievances: “the cold, the crowds, the crime and the high taxes.” When asked whether New York’s new mayor might prompt more people to leave, he didn’t hesitate: “It’s certainly not going to encourage them to stay.”
Yet, some residents remain skeptical about the likelihood of a mass exodus. Michael Sprotzer, a Miami Beach real estate professional, pointed out to NPR that while some investment firms moved their offices to South Florida during the COVID-19 pandemic, several have since returned to New York. “I think maybe some people who are thinking about coming to South Florida, it will be a good impetus for them to do so,” he said. “But I don’t think people who love New York are all of a sudden going to move down here.”
The campaign’s underlying message is clear: Miami Beach is ready to welcome those who feel uneasy about New York’s political shift. But whether a billboard in Times Square can spark a new wave of migration remains to be seen. For now, Miami Beach is banking on its sun, sand, and a touch of tax relief to tip the scales for would-be transplants.
As the city embarks on its $30 million Lincoln Road revitalization and keeps a close eye on business trends, one thing is certain—Miami Beach isn’t waiting for change to come to it. It’s making its pitch, loud and clear, right in the heart of Manhattan.
