Overview
- The Miami Beach City Commission voted 4-3 on Thursday, Sept. 10 to empower the city manager to negotiate a marketing agreement with Rockstar Games rather than sign a finished contract.
- Officials say the proposed campaign would run from Oct. 15 to Dec. 31 and place discreet 'VI' or 'Vice City' branding on Boucher Brothers beach chairs and umbrellas, with roughly $3 million expected to flow to the city.
- Commissioners limited the plan to private vendor property, prohibited logos on city-owned landmarks and lifeguard stands, and excluded advertising during the Art Basel Miami Beach event.
- Miami-Dade County has explored larger Vice City activations — including airport and arena ideas reported in pitches — but no county-wide deals are finalized and Miami-Dade Sheriff Rosie Cordero-Stutz has publicly opposed any collaboration.
- Supporters say the revenue could fund local projects such as the Flamingo Park field renovation, but opponents warn the deal risks tying city branding to a franchise built around fictional crime and say final terms must be settled before GTA 6's Nov. 19 release.