Why some Miami Beach officials oppose the campaign
Commissioner David Suarez led the criticism during the meeting. He presented gameplay from GTA 5 alongside footage from the newer extended preview, arguing that the series did not reflect the image Miami Beach should promote.
“I certainly don’t want to see our brand associated with this video game,” Suarez said. “I don’t think it’s worth any amount of money.”
He compared the discussion to being in a “Black Mirror episode,” called the proposal “crazy” and added: “I think that’s the wrong image for Miami Beach.”
Commissioner Tanya Katzoff Bhatt said Rockstar would spend about $4 million on the local advertising campaign. Most of the branding would reportedly appear on beach chairs and umbrellas, giving visitors a chance to relax beside the Atlantic while contemplating fictional organized crime.
Commissioner Laura Dominguez said Miami Beach would seek a higher payment. The city had initially requested $3 million from the game company, but officials now appear interested in extracting more from the proposed deal.
Where the Vice City advertising could appear
Fans have also spotted preparations for a large “Welcome back to Vice City” message at the Kaseya Center, home of the National Basketball Association’s Miami Heat.
Journalist Francisco Alvarado reported that the sign would be installed on the arena’s roof. Pink and white lettering was already being prepared, although the full display had not yet been completed.
Other reports suggest Miami International Airport could carry GTA 6 advertising as part of the campaign. That element remains unconfirmed, so arriving passengers are not yet guaranteed an immediate fictional-crime welcome.
The beach furniture and arena signage provide the clearest indication of Rockstar’s approach: connect the new game directly to recognizable Miami locations and make the boundary between the city and Vice City temporarily difficult to ignore.
Miami-Dade sheriff rejects the Vice City label
Miami-Dade County Sheriff Rosie Cordero-Stutz has also opposed the plans. She argued that the game’s title and reputation risk associating the county with criminal activity rather than its actual residents and communities.
“Miami-Dade County is a real community with real families, real neighborhoods, and real consequences when violent crime occurs,” Cordero-Stutz told NBC Miami. “Miami-Dade County is not Vice City.”
Rockstar has not revealed the final scope of the campaign, and negotiations with Miami Beach are continuing. The close four-to-three vote shows the city is willing to hear the company’s offer, though not without a public argument over money, reputation and whether branded umbrellas represent a civic crisis.
Separately, Rockstar has offered a small hint about GTA Online in GTA 6. The company described the multiplayer mode as a “closely guarded secret,” while suggesting that its lobbies could support 32 players.
