Miami-Dade Reveals Rockstar Is Paying Nearly $1 Million for Huge GTA 6 Sign
New details about Rockstar Games' GTA 6 marketing campaign in Miami have emerged, with Miami-Dade County officials revealing that the company is paying close to $1 million for the huge "Welcome to Vice City" sign at the Kaseya Center.
The details emerged during Miami-Dade County's second budget hearing, which stretched into the early hours of Friday morning. Commissioners learned that Mayor Daniella Levine Cava had signed an agreement allowing Rockstar to install the GTA 6 promotion at the county-owned home of the Miami Heat.
Rockstar paying close to $1 million
Christopher Hudtwalcker, chief of staff to Mayor Levine Cava, told commissioners that Rockstar is paying:
"Close to $1 million."
He also revealed that discussions are taking place over additional GTA 6 advertising on other Miami-Dade County properties, describing the game's upcoming launch as:
"The biggest cultural phenomena of the year."
Commission chairman Anthony Rodriguez requested further information about the agreement, while commissioners discussed how any revenue generated through similar deals could potentially be used by the county.
Commissioner lets his 6-year-old daughter play GTA
The discussion also produced an unusual moment when vice chairman Kionne McGhee spoke about his own experience with violent video games. McGhee revealed that he allows his 6-year-old daughter to play Grand Theft Auto while supervised.
Rather than causing chaos around the city, however, McGhee said his daughter follows the rules of the road:
"My daughter, driving the car, she stops at the traffic light."
McGhee used the example while discussing the choices available to players within the series.
Some commissioners remain concerned
Not everyone was enthusiastic about associating Miami-Dade with Grand Theft Auto. Commissioner Juan Carlos Bermudez raised concerns about the game's depiction of crime and suggested that revenue from any future arrangements should support law enforcement.
"If there is any money in the future, that money should go to the sheriff's office."
The mayor's office agreed to provide commissioners with more information about the Rockstar agreement ahead of a future meeting.
The enormous "Welcome to Vice City" installation is already being prepared for the roof of the Kaseya Center and forms part of Rockstar's growing real-world marketing campaign ahead of GTA 6's November 19 release.
More Details
Catch up on all of the details including the sign's confirmed design, weight and plans for helicopter installation which we exclusively revealed on Tuesday.
Sources
- Local 10 - Miami-Dade commissioners raise concerns about county's 'Welcome to Vice City' deal with Rockstar Games
- Miami-Dade County - Public Budget Hearing information