Rockstar Games is bringing another part of GTA 6’s Vice City into the real world, with plans to transform Miami Beach’s W South Beach hotel into the fictional Y Hotel. The reported $650,000 marketing deal includes a large promotional banner, a giant Y-shaped logo, and a beachfront activation inspired by the upcoming game.
The details come from marketing agreements uncovered by iGrandTheftAuto. The campaign is part of Rockstar’s wider effort to turn Miami into a real-life version of Vice City before GTA 6 launches on November 19, 2026.
The W South Beach hotel, located at 2201 Collins Avenue, is set to receive the fictional Y Hotel branding seen in GTA 6 promotional material. Plans include a large banner on the hotel’s exterior and a stylized Y sculpture replacing the building’s existing W emblem on the spa terrace.
The banner design features a martini glass, hibiscus flowers, and the tagline “Y even ask?” The playful design follows Rockstar’s familiar approach of using fictional brands and cheeky slogans throughout the Grand Theft Auto series.
How Much Is Rockstar Spending on the Y Hotel?
According to the reported agreement, Rockstar’s marketing agency, Amplify Marketing Inc., has a $650,000 deal with the hotel’s owner for the promotion.
The agreement divides the amount into three parts: $300,000 for hotel facade signage, $150,000 for installing the Y logo, and $200,000 for the beachfront marketing activation.
The promotional campaign is scheduled to run through December 31, 2026, meaning the GTA 6 branding could remain visible for weeks after the game’s planned November launch.
The hotel deal is separate from Rockstar’s proposed Vice Beach campaign with the City of Miami Beach and Boucher Brothers. That wider plan includes a separate $300,000 activation fee for the city and a reported $4 million arrangement with Boucher Brothers for beach-related services.
Giant Pink Vice Beach Sign and Muscle Beach Makeover Coming Next
The Y Hotel is only one part of Rockstar’s Miami Beach plans. Documents reported by GTAVice.net also outline several other installations designed to bring GTA 6’s colorful look to real locations.
Work on the proposed giant pink Vice Beach sign in Lummus Park is scheduled to begin on October 26, 2026. The sign is planned to measure approximately 34 feet and 5 inches across its base, with lettering nearly seven feet tall.
Rockstar also plans to give the outdoor gym at Muscle Beach a makeover, painting selected workout equipment pink and adding Vice Beach branding. A nearby lifeguard tower would receive new colors and the game’s VI logo, while a 10-foot-tall VI sculpture is planned for Lincoln Road.
The proposed installations are designed to make parts of Miami Beach resemble GTA 6’s fictional setting. However, the plans remain subject to the required permits and approvals, so not every installation is guaranteed to appear exactly as proposed.
GTA 6 Marketing Is Taking Over Miami
Rockstar’s latest plans build on a growing campaign across Miami, including the giant “Welcome to Vice City” sign at the Kaseya Center, fictional brand advertisements, customized vehicles, murals, and real-life Burger Shot and Cluckin’ Bell food promotions.
The city is a natural location for the campaign because Vice City is Rockstar’s fictional take on Miami. By using real buildings, businesses, and public spaces, the company is making the game’s world part of the city’s everyday surroundings before launch.
With the Y Hotel promotion and the proposed Vice Beach installations, Rockstar is expanding its marketing beyond traditional trailers and online advertisements. If the required approvals are secured, Miami Beach could become one of the most recognizable real-world parts of the GTA 6 launch campaign.
