Vice Beach: Rockstar's GTA VI campaign plans for Miami Beach
Miami Beach public records show Rockstar planning a giant Vice Beach sign, a pink outdoor gym, a VI sculpture and a Y Hotel to promote GTA VI. No permits had been issued as of October 15.
iGrandTheftAuto has found a sponsorship agreement between the City of Miami Beach and Rockstar Games in the City Clerk's public records. Dated October 15, 2026, it describes a marketing campaign built around "Vice Beach", with Vice President Greg Gibson listed for Rockstar. Rockstar hasn't announced any of this itself, and according to the document no permits had been issued as of October 15, so any part of it could still change or be dropped.
The agreement approves exactly five assets:
- a giant "Vice BEACH" sign in Lummus Park;
- Vice Beach branding on the Muscle Beach container and workout equipment;
- a lifeguard tower repainted with "VI" branding, also in Lummus Park;
- a 10-foot "VI" sculpture on Lincoln Road;
- the W Hotel rooftop sign turned into a "Y Hotel" sign.
The sign and Muscle Beach
Entertainment Engineering Consultants drew up the sign: sheet-metal letters on a steel base, about 31 feet wide and 6 ft 11 in tall. The letters weigh roughly 2,200-2,400 lbs, the base 3,200-3,400 lbs. Newer city documents say work starts next Monday, October 26 at 1130 Ocean Drive, the sign goes live on November 1, and it comes down between January 1 and 15.
At Muscle Beach (873 Ocean Drive), crews will paint the outdoor gym equipment pink with industrial epoxy (handrails excluded) every night from October 26 to 31, 6 PM to 3 AM, and put Vice Beach decals on the container. Working out in Vice City colors, we've seen it all now.
The sculpture and the tower
The "VI" sculpture is headed for an elevated pedestrian plaza at 689 Lincoln Road: about 13 feet wide and 10 feet tall, white palm silhouettes over a pink-to-orange gradient. Per the presentation, the city offered this spot instead of the South Pointe Park fountains. One slide of the presentation, for the lifeguard tower, is labeled "if city rejects Vice Beach", with a painted GTA VI logo and a VI decal as plan B.
Y Hotel
An exhibit titled "Grand Theft Auto VI Partnership Opportunity" says the W South Beach "features prominently in game trailers and screenshots". Amplify Marketing, acting for Rockstar, signed a $650,000 deal with the owner of the hotel at 2201 Collins Avenue. A Y sculpture replaces the W emblem on the spa terrace, and the beachfront food and beverage provider can hand out branded cups, coasters and bottle openers. The banner's tagline: "Y even ask?"
Money and deadlines
- The city gets a $300,000 activation fee, half up front and half once the permits are issued.
- Through Amplify, Rockstar pays a $4,000,000 fee to Boucher Brothers Miami Beach, and under that company's existing deal half of it goes to the city.
- A custom vehicle appraised at $643,443 will be auctioned in 2027 for the city. What kind of ride it is, the agreement doesn't say.
- Everything must be removed or covered during Art Week (November 29 - December 6), or Rockstar pays $5,000 per day per asset.
- If any permit isn't issued by November 1, Rockstar can pull out by November 5 and get $75,000 back.
The campaign ends December 31, and everything has to be gone by January 15.
