Bad Behavior At Laguna Beaches Prompts City Action

LAGUNA BEACH, CA — Are you looking to enjoy a quintessential summer getaway in Laguna Beach? The City of Laguna Beach launched an ad campaign aimed at visitors to help stop bad behavior on the city's beaches following a rise in complaints.

The ad campaign will target people within a 30-mile radius and address issues such as smoking, littering, loud exhaust and drinking alcohol on the beach, the city said.

"We all live here because we love the beach, so we want people to enjoy it," Mayor Sue Kempf told ABC 7. "We just ask that when people come to the beach that they abide by our rules."

Over Independence Day weekend, the Laguna Beach Police Department reported that it was overwhelmed with a nearly 400 percent spike in water rescues. Meanwhile, lifeguards made 2,278 water rescues during the holiday weekend, a 395 percent spike from last years' 460 rescues.

Officers have also seen a spike in calls for service and DUI arrests, with 242 more calls this year than last years' holiday week and DUI arrests doubling from five to 10.

Laguna Beach police officers do not hand out warnings, the department said, so violators found breaking the law for things like littering, smoking or having their dogs off-leash will face fines starting at $100.

The campaign, which cost the city $3,500, will run until the end of August.