Rockstar Games is planning to bring GTA 6’s Vice City-inspired marketing to Miami Beach with a series of real-world installations, including a giant “Vice Beach” sign, pink workout equipment, a VI sculpture, and a hotel sign makeover.

The plans were revealed in a newly uncovered marketing agreement between Rockstar and the City of Miami Beach, reported by GTAVice.net. The agreement outlines five major promotional installations designed to bring parts of the real city closer to the look of Grand Theft Auto VI.

One of the biggest attractions would be a giant 31-foot-wide “Vice Beach” sign in Lummus Park, near Ocean Drive.

The sign would use large lettering mounted on a steel base, giving visitors a new photo spot inspired by the fictional world of GTA 6.

Rockstar also plans to give Muscle Beach a pink makeover. The outdoor gym’s container and workout equipment would receive pink paint and Vice Beach branding, while a nearby lifeguard tower would be repainted with the game’s VI logo.

Another planned installation is a 10-foot-tall “VI” sculpture on Lincoln Road. The design features a pink-to-orange gradient and white palm tree silhouettes, matching the bright colors associated with Vice City.

The agreement also reveals plans to turn the rooftop sign of the W South Beach hotel into a “Y,” temporarily making it look like the “Y Hotel.”

Promotional designs include a martini glass, hibiscus flowers, and the tagline “Y even ask?”

However, this part of the plan depends on a separate agreement with the hotel’s owner because the property is privately owned.

GTA 6 Miami Beach Marketing Deal Includes Millions of Dollars

The agreement lists a $300,000 marketing fee payable to the city, split into two payments. Rockstar is also expected to fund a separate $4 million agreement with Boucher Brothers Miami Beach, the company that operates beach concessions.

Under the reported arrangement, a portion of Boucher Brothers’ fees would go to the city. The agreement also describes a custom vehicle built for Rockstar’s marketing campaign, valued at $643,443. The vehicle is planned for auction in 2027, with the proceeds going to the city. The document does not identify the vehicle.

These figures are part of a broader marketing push that is bringing GTA 6 branding to the real Miami area ahead of the game’s release. Other promotions have included Vice City-themed vehicles and large signs inspired by the game.

Vice Beach Plans Still Need Final Approvals

Despite the detailed plans, the full Vice Beach makeover is not guaranteed. The agreement states that the installations remain subject to applicable laws, permits, and other required approvals.

As of the agreement’s October 15 date, the report says the necessary permits had not yet been issued.

The document also outlines deadlines for the campaign. If required permits are not issued by November 1, Rockstar may have the option to withdraw under certain conditions.

The planned installations are also expected to be removed or covered during Miami Art Week from November 29 to December 6, with the campaign period scheduled to end on December 31, 2026.

If approved, the project would be another major example of Rockstar using the real-world city that inspired GTA 6’s Vice City to promote the upcoming game.

For now, fans will have to wait to see which of the planned installations actually make it onto Miami Beach.