Miami-Dade County Mayor Daniella Levine Cava announced the package, valued at $3.9 million, in late October, ahead of GTA 6’s November 19 release. WLRN, Miami’s public radio station, reported the full agreement on October 29. Official (county)
What the deal includes
- Miami International Airport: themed lighting, plus promotional displays on the pedestrian walkways between the airport parking and the terminals. Official (county)
- PortMiami: themed lighting. The county published a mock-up of how it will look. Official (county)
- Street level: traffic signal cabinets across the county wrapped in GTA 6’s colors, according to reports on the package. Reported
- The Kaseya Center sign: the $3.9 million total includes the county’s earlier $975,000 deal for the “Welcome to Vice City” sign on the Heat’s arena. More on the sign. Official (county)
Where the money goes
The county says the money from the $975,000 sign deal is going to a public park at Dan Paul Plaza, next to the arena. Reported
What didn’t make it
The summer pitch was much bigger. Early concepts floated rebranding the airport as “Vice City Airport”, wrapping Metromover cars and an aircraft, and putting Vice City logos on downtown manhole covers. None of that is in the approved package, which sticks to lighting and signage. Reported
The campaign also had critics. Miami-Dade Sheriff Rosie Cordero-Stutz objected publicly, saying “Miami-Dade County is not Vice City.” Why she opposed it.
The city of Miami, separately
The City of Miami, a separate government from the county, has considered its own ordinance allowing up to six GTA 6 banners downtown for 56 days, worth up to about $1.2 million, according to The Miamian. That was a proposal at the time it was reported. Reported
It’s one part of a wider campaign: real GTA 6 cars, Burger Shot at the arena and the Heat’s Vice City night on November 18. Our Vice City marketing tracker has the full list.
FAQ
How much is Miami-Dade’s GTA 6 deal worth?
$3.9 million, according to Miami-Dade County. That total includes the earlier $975,000 deal for the “Welcome to Vice City” sign on the Kaseya Center.
Is Miami International Airport being renamed Vice City?
No. That idea was floated in early concepts but isn’t in the approved package, which covers themed lighting and walkway displays.
Sources
- WLRN — Miami-Dade announces $4 million GTA VI marketing agreement
- GTA BOOM — Miami-Dade’s $3.9 million package
- EGW News — lighting, walkways and traffic cabinets
- Dexerto — the sheriff’s objection
- iGrandTheftAuto — the City of Miami banner proposal