Miami-Dade Signs $3.9 Million Deal With Rockstar to Officially Become Vice City
Miami-Dade County has officially confirmed a $3.9 million marketing package with Rockstar Games to promote GTA 6 across airports, ports, traffic signals, and public transit, folding in the existing Welcome to Vice City sign on the Kaseya Center.
The deal is official: Miami-Dade and Rockstar sign $3.9 million package
Miami-Dade County has officially confirmed a $3.9 million marketing package with Rockstar Games to promote the launch of GTA 6. The news first broke via reporter Joel Franco on X and was later confirmed through the county's own press release (via GTA BOOM/Miami-Dade).
The package includes themed lighting at Miami International Airport (MIA) and PortMiami, promotional displays on airport pedestrian walkways, and GTA-gradient wraps on traffic signal cabinets countywide. In a separate ad buy, the campaign will also extend to the county's public transit lines: Metromover, Metrobus, and Metrorail.
How the $975,000 sign fits into the total
The already-famous "Welcome to Vice City" sign installed on the Kaseya Center, which cost $975,000, has now been folded into this larger $3.9 million total. The difference this time is that funds generated from that specific portion of the deal are going to the Dan Paul Plaza, the public park located behind the arena (via GTA BOOM/Miami-Dade).
County Mayor Daniella Levine Cava commented on the move: "With millions of people around the world waiting for this release, we have an opportunity to make sure Miami-Dade benefits from that attention. These agreements allow us to turn that excitement into additional revenue for our community."
Political pushback and the scaled-back airport plan
The road here hasn't been smooth. The county sheriff and several commissioners publicly opposed the deal, raising concerns about using public spaces to promote a game built around simulated violence. An earlier, more ambitious pitch would have fully rebranded the airport as "Vice City" — an idea that was ultimately scaled back in favor of this more contained lighting and signage package.
Notably, Rockstar is covering all costs of installation, maintenance, and removal of the advertising pieces. Even so, the county still needs to approve final designs before any physical installation can begin.
Part of a much bigger push for a real-world Vice City
This deal is just one slice of a far larger marketing operation Rockstar is running in Miami. The list includes a Vice City-themed Miami Heat game on November 18, themed murals at Wynwood Walls, modded real cars driving through Miami streets, and even rumors of a live-action trailer shoot in the city.
All of it reinforces Rockstar's strategy of turning the GTA 6 launch into a cultural event that goes beyond the game itself, using the real city that inspired Vice City as a physical stage for the campaign.
Frequently Asked Questions
How much will Miami-Dade receive from Rockstar under this deal?
The confirmed total package is $3.9 million, officially announced by the county and first revealed by reporter Joel Franco on X. That figure includes the $975,000 sign already installed on the Kaseya Center, plus new advertising placements at airports, ports, traffic signals, and public transit (via GTA BOOM/Miami-Dade).
Where will GTA 6 promotions appear across the county?
The deal covers themed lighting at Miami International Airport and PortMiami, displays on airport pedestrian walkways, GTA-gradient wraps on traffic signal cabinets countywide, plus ads on Metromover, Metrobus, and Metrorail, covered by a separate advertising contract (via GTA BOOM).
Is the plan to fully rebrand the airport as "Vice City" still happening?
No. That was an earlier, more ambitious pitch that was ultimately scaled back due to public pushback, including criticism from the county sheriff and several commissioners. The plan was reduced to the current, more contained lighting and signage package instead of a full airport rebrand (via GTA BOOM).
Who pays for installing and maintaining these advertising pieces?
Under the confirmed agreement, Rockstar Games is responsible for covering all costs of installation, maintenance, and removal of the advertising pieces. The county still needs to approve the final designs before any physical installation begins (via GTA BOOM/Miami-Dade).
Where does the money from the "Welcome to Vice City" sign go?
Funds generated from the $975,000 sign on the Kaseya Center, now folded into the larger $3.9 million deal, are earmarked for the Dan Paul Plaza, the public park located behind the arena, according to official county statements (via Miami-Dade).
Is this the only marketing push Rockstar is running in Miami?
No. It's part of a much broader campaign that includes a Vice City-themed Miami Heat game on November 18, murals at Wynwood Walls, modded real cars driving through city streets, and rumors of a live-action trailer shoot in Miami (via GTA BOOM).
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