Miami-Dade County officials and Rockstar Games have discussed an ambitious, marketing campaign to transform parts of Miami into “Vice City” to promote the upcoming release of Grand Theft Auto 6, according to records and reports from outlets including Rock Paper Shotgun, IGN, and Kotaku. While no formal agreements have been finalized, the pitch includes themed airport arrivals, branded transit, and cultural installations across the city.
The Pitch Deck: From Airport Installations to Radio Labs
Originally uncovered via a public records request, the proposal outlines a sweeping transformation of Miami-Dade County infrastructure. According to Rock Paper Shotgun and IGN, the pitch includes an immersive arrival experience at Miami International Airport featuring Vice City signage, luggage carts, limited-edition luggage tags, a photo backdrop, and an aircraft coated in the game’s distinctive purple color scheme.
Additional proposals feature branded Metromover skytrains, customized manhole covers, utility boxes, and a dockyard visual installation inspired by the game’s Port Gellhorn. Plans also floated a “Vice City Motor Fest” showcasing classic cars, lowriders, and motorcycles in a family-appropriate setting. Long-term community additions were also part of the pitch, such as a “radio lab” at a downtown Miami library equipped with recording gear for community storytelling, podcasts, and music production, alongside collectible library cards and bookmarks.
Carlos Suarez, a spokesperson for Miami-Dade Mayor Daniella Levine Cava, confirmed to The Miamian that conversations have occurred between the county and Rockstar Games. “Nothing has been formally agreed to or approved, and any idea would have to go through the appropriate review and approval process,” Suarez stated, as reported by IGN. “Given Miami-Dade’s clear influence on the game, we think there could be a unique opportunity to generate revenue for the County while showcasing Miami-Dade to a massive audience.”
Pushback From Law Enforcement and Local Leadership
The proposed marketing partnership has met swift resistance from local officials concerned about branding the real-world city with themes of criminality. As reported by Kotaku and the Miami Herald, Miami-Dade Sheriff Rosie Cordero-Stutz publicly opposed the plans alongside Commissioner Juan Carlos Bermudez.
“Grand Theft Auto is a video game franchise built around criminal activity,” Sheriff Cordero-Stutz stated, noting that the franchise’s fictional setting involves murder, robbery, drug trafficking, and violence against law enforcement—activities the police department works to prevent daily. Commissioner Bermudez echoed these concerns, emphasizing that the county has spent decades building its reputation as a global destination for business and tourism rather than a fictional community defined by crime.
Broader Marketing Rollout and Real-World Research
Rockstar Games has embedded a research team in Miami to study local culture, environment, and resident habits—including, in the words of senior vice president of narrative Rupert Humphries cited by Rock Paper Shotgun, “ex-criminals”—to build the authentic backdrop for Grand Theft Auto 6. Meanwhile, the broader promotional push continues to scale up across digital platforms.
As negotiations and public debates over the Miami-Dade takeover continue, the final marketing campaign for the game moves forward through digital showcases and media premieres.
