Rockstar is buying outdoor advertising for GTA 6 in Miami, the real city behind Vice City. Two deals have come out so far, both through local government meetings: a rooftop sign on the Kaseya Center downtown and branding on beach chairs in Miami Beach.
A “Welcome to Vice City” sign on the Kaseya Center
The Kaseya Center, home of the Miami Heat, belongs to Miami-Dade County. Mayor Daniella Levine Cava signed an agreement that lets Rockstar put a “Welcome to Vice City” sign on its roof. The county gets nearly $1 million, which is meant for developing county land behind the arena, possibly as a park.
Commissioners learned about the deal at the county budget hearing around 1:30 a.m. on September 18, and several said they hadn’t known about it. The mayor can sign contracts under $1 million without a board vote. Commissioner Oliver Gilbert III warned against splitting contracts to avoid that oversight.
Commissioner Juan Carlos Bermudez proposed sending the money to the Sheriff’s Office instead, saying the game glorifies crime. He withdrew the motion after the administration promised to brief commissioners before the next meeting. Commissioner Keon Hardemon, whose district includes the arena, supports the deal.
GTAVice.net found planning documents for the rooftop sign on September 15, three days before the hearing.
Branded chairs on Miami Beach
On September 10, the Miami Beach City Commission voted 4 to 3 to let the city manager negotiate an agreement with Rockstar and Amplify Marketing. The plan puts “Vice City” or “VI” on beach chairs and umbrellas run by Boucher Brothers, a private company, from October 15 to December 31. Lifeguard stands and other city landmarks are left out, and so is Art Basel in early December.
The deal is expected to be worth about $3 million, possibly up to $4 million. The vote allowed talks only; no contract is signed yet. Commissioner Tanya Katzoff Bhatt argued for taking the money. Commissioner David Suarez, the plan’s main opponent, showed GTA footage at the meeting and said a game about car theft and violence doesn’t fit the city’s image.
More proposals
According to GTA BOOM, the City of Miami is considering up to six downtown banners and building wraps, and Miami-Dade County has held early talks about advertising at the airport, the port and on public transit. None of these is approved.
