More Details on Rockstar's Vice Beach Marketing Plans

New documents reveal Rockstar Games' GTA 6 marketing plans for Miami Beach, including a $650,000 hotel transformation, Vice Beach signage and Muscle Beach makeover.

Work To Begin Next Week!

New documents obtained from the City of Miami Beach have revealed further details about Rockstar Games' upcoming GTA 6 marketing campaign, including installation dates, technical specifications and plans to transform several real-world locations into their fictional Vice City counterparts.

Work on the new Vice Beach sign at Lummus Park is scheduled to begin on Monday, October 26th, with installation expected to be completed by Saturday, October 31st.

The giant pink sign will be installed at 1130 Ocean Drive, near 11th Street and Ocean Avenue, and will measure approximately 34 feet and 5 inches wide and 6 feet and 11 inches tall.

Engineering documents prepared by Entertainment Engineering Consultants reveal that the structure will be constructed using sheet metal lettering supported by a steel framework. The structural base alone is expected to weigh between 3,200 and 3,400 lbs, with the letters adding another 2,200 to 2,400 lbs, bringing the total estimated weight to between 5,400 and 5,800 lbs (approximately 2.5–2.6 tonnes).

The engineering review, completed on October 13th, also confirms that the structure has been designed to withstand specified wind loads, with additional safety procedures required during periods of high winds.

According to the submitted plans, the sign is scheduled to go live on November 1st, remaining in place throughout GTA 6's launch period and the Christmas holidays. Removal work is scheduled between January 1st and January 15th, 2027.

The installation will require six parking spaces along Ocean Drive, off-road access to the grassy area and work outside normal operating hours.

Muscle Beach Transformation

Meanwhile, work will also begin at Muscle Beach on Monday, October 26th, as Rockstar prepares to transform the outdoor gym into its GTA 6 counterpart.

Located at 873 Ocean Drive, the activation involves painting the existing outdoor gym equipment in bright pink and applying GTA 6-themed branding throughout the area.

The plans specifically include:

• Preparing, priming and painting the outdoor calisthenics equipment.

• Applying an industrial epoxy paint finish to the metal surfaces, excluding handrails.

• Installing printed vinyl container decals featuring Vice Beach branding.

The accompanying photographs show how the equipment and surrounding containers are expected to look once the transformation is complete, with bright pink exercise structures and prominent Vice Beach logos.

Painting is scheduled to take place between October 26th and October 31st, with work planned between 6 PM and 3 AM each night.

The submitted plans list November 1st as the activation's launch date, with the gym expected to remain in its transformed state until January 15th, 2027.

Restoration work is then scheduled between January 27th and February 11th, returning the equipment to its original appearance.

The project will also require a working vehicle to access the sandy area, along with after-hours work to complete the transformation.

Y Hotel

Another major part of Rockstar's Miami Beach marketing campaign involves the transformation of the hotel at 2201 Collins Avenue into a GTA 6-themed location.

Rockstar Games has entered into a $650,000 agreement through its marketing agency, Amplify Marketing Inc., with the hotel's owner, 2201 Collins Propco LLC.

The agreement, signed by representatives of Amplify and the hotel owner on October 16th and October 19th respectively, reveals that planning for the project began as early as August 7th. Manufacturing designs were scheduled for approval on September 4th, followed by banner designs on September 11th.

Rockstar's plans for the Y Hotel include a large banner, which was included in high quality in the documents, as well as the installation of a large stylised "Y" sculpture, replacing the hotel's original "W" emblem on the terrace of its spa.

The agreement specifically describes the replacement as a "Y Logo" referencing the game being promoted by Rockstar Games.

Branded Beach Merchandise

In addition to the visual displays, the agreement outlines plans for a separate beachfront marketing activation involving Boucher Brothers, a licensed operator serving the public beach directly in front of the hotel.

The hotel's beachfront food and beverage provider, Think Hospitality, is expected to use a selection of branded merchandise, subject to availability and approval, including:

• Branded ice buckets

• Cocktail napkins

• Coasters

• Bottle openers

• Koozies

• 12oz and 16oz plastic cups

These items are intended to be used as part of normal beachfront food and beverage services, potentially extending the GTA 6 branding beyond the hotel itself.

Rockstar's $650,000 Marketing Agreement

The documents provide an unusually detailed breakdown of the financial arrangements behind the Y Hotel activation.

The $650,000 agreement assigns the following values to three separate components:

• $300,000 – Hotel facade signage

• $150,000 – Installation of the Y logo

• $200,000 – Beachfront marketing activation

These figures represent the contractual values allocated to each activation if city approval is refused, rather than their individual manufacturing or installation costs.

The payment schedule is equally interesting. Amplify has agreed to pay the hotel owner $325,000 upon installation, followed by another $260,000 on November 20th, just one day after GTA 6's scheduled release date.

A final payment of $65,000 is due on December 31st.

The $650,000 agreement does not necessarily represent the full cost of Rockstar's marketing campaign at the location. Amplify is also responsible for additional expenses, including manufacturing, installation, permits, maintenance, removal and any necessary repairs.

Marketing Campaign To Continue Until December 31st

According to the agreement, the official promotional period for the Y Hotel runs from October 15th through December 31st, 2026.

This means the GTA 6-themed installations could remain in place for more than six weeks after the game's scheduled November 19th release, continuing throughout the Christmas holiday period.

All promotional materials must be removed by December 31st, although the agreement provides a short grace period before financial penalties begin.

If Amplify fails to remove the materials and fulfil its removal obligations by January 6th, 2027, it could face charges of $10,000 per day, capped at $300,000, subject to certain exceptions.

The hotel owner also has the right to arrange removal of the signage and Y logo at Amplify's expense if they remain in place after January 8th.

Strict Secrecy Surrounding the Project

Interestingly, the Y Hotel agreement contained strict restrictions on the display and storage of promotional materials ahead of the planned launch.

The document specifically prohibited displaying any materials before October 15th. Until that date, the hotel was required to keep everything boxed in a locked room accessible only to authorised personnel.

The agreement also explicitly identifies Rockstar Games as the principal behind the campaign, with Amplify Marketing Inc. acting on its behalf.

All artwork, logos and trademarks used for the hotel signage must be specified by Rockstar and approved by the hotel owner.

The installations also require written approval from the City of Miami Beach, with the agreement allowing individual elements of the campaign to be cancelled if the necessary permits are not granted.

Miami Beach's GTA 6 Transformation

Together, the documents provide one of the most detailed looks yet at Rockstar's plans to bring the fictional world of GTA 6 into the real Miami Beach.

From the enormous pink Vice Beach sign at Lummus Park to the transformation of Muscle Beach and the Y Hotel, multiple locations are being prepared for a coordinated marketing campaign ahead of the game's November 19th release.

With installations scheduled to go live from November 1st and several expected to remain in place until the end of the year or beyond, Miami Beach is set to become a major part of Rockstar's real-world GTA 6 promotional campaign.