REVEALED: Rockstar’s “Vice Beach” Marketing Agreement With Miami Beach

A marketing sponsorship agreement between Miami Beach and Rockstar Games reveals the “Vice Beach” campaign, including a giant sign, the “Y Hotel,” a $300K fee, a $4M Boucher Brothers deal and a custom car worth $643,443!

iGrandTheftAuto has uncovered a marketing sponsorship agreement between the City of Miami Beach and Rockstar Games in the City Clerk's public records.

It's our most detailed look yet at Rockstar's plans to transform parts of the real city into "Vice Beach" for GTA 6.

The agreement is dated October 15, 2026. It covers a giant lettered sign, a rebranded lifeguard tower, pink painted outdoor gym equipment, a 10 foot “VI” sculpture, and a hotel rooftop sign that’s being changed from a “W” to a “Y.” It also reveals a $300,000 activation fee, a separate $4 million deal with Boucher Brothers, and a custom vehicle appraised at $643,443.

Rockstar’s “coordinated” Miami Beach campaign

The agreement describes everything as a “coordinated marketing and activation campaign” tied to Vice Beach. Greg Gibson, a Vice President, is listed for Rockstar on October 15, and the City Clerk’s attestation for the city’s side is dated October 16.

The deal covers exactly five “Approved Assets.” Nothing else on city property is granted or implied.

Five Vice Beach installations

Here’s a quick rundown of everything Rockstar is allowed to put up. We’ll go through each one below.

• A giant “Vice BEACH” sign in Lummus Park
• Vice Beach branding on the Muscle Beach container and workout equipment
• A repainted, “VI” branded lifeguard tower in Lummus Park
• A 10 foot “VI” sculpture on Lincoln Road
• The W Hotel rooftop sign, turned into the “Y Hotel”

Four of the five are on or near city property. The Y Hotel sits on private property, so Rockstar needs its own deal with the hotel’s owner.

A giant “Vice Beach” sign in Lummus Park

Engineering drawings stamped October 13, 2026 show a sheet metal “Vice BEACH” sign on a steel base in Lummus Park. Here are the numbers:

• Lettering width: about 31 feet, on a 34 foot 5 inch base
• Height: 6 feet 11 inches
• Depth: 4 feet
• Base weight: roughly 3,200 to 3,400 lbs
• Letter weight: roughly 2,200 to 2,400 lbs

That’s well over two and a half tons of sign. The agreement places it on the grassy part of the park north of 11th Street, at least 65 feet east of Ocean Drive.

Muscle Beach gets Vice Beach branding

The container and workout equipment at the Muscle Beach outdoor gym, near 9th Street and Ocean Drive, are getting the Vice Beach treatment. The renderings show pink painted equipment, a pink “Vice BEACH” block, and a “VI” decal on the container.

The city’s existing art installation at Muscle Beach has to stay exactly as it is, and so does any unpainted part of the equipment.

The Lummus Park lifeguard tower gets a repaint

A mini lifeguard tower east of Ocean Drive and north of 14th Street will get a repaint and “VI” branding. The mockup shows a blue body with a pink roof and railings, plus a palm frond “VI” logo.

One slide is labeled “Option 2 (with Miami Beach)” and marked “if city rejects Vice Beach.” That version has a painted “GTAVI logo” and a VI decal, with a note to match whatever Rockstar is doing with Boucher Brothers.

A 10 foot “VI” sculpture on Lincoln Road

A “VI” sculpture is heading to an elevated pedestrian plaza at 689 Lincoln Road. It’s about 13 feet 2½ inches wide, 3 feet deep and 10 feet tall, with white palm silhouettes over a pink to orange gradient.

According to the deck, the city offered this spot to replace the South Pointe Park fountains.

The W Hotel becomes the “Y Hotel”

This one is the biggest tease of the bunch. Rockstar will convert the rooftop “W” sign on the W South Beach, on Collins Avenue, into a “Y.” The exhibit is titled “Grand Theft Auto VI Partnership Opportunity” and says the hotel “features prominently in game trailers and screenshots.”

The mockup shows a building banner with a martini glass, hibiscus flowers, a Y Hotel logo and the tagline “Y even ask?” A separate structural drawing shows a large “Y” hung inside a rectangular frame.

What the city has approved

In the agreement, Miami Beach has approved all five assets, but every approval has conditions attached. Each asset is authorized “subject to applicable law and all required City approvals and permits.”

• The giant “Vice Beach” sign is approved once Rockstar gets a Special Event Permit.
• The Muscle Beach branding is approved with a Special Event Permit, as long as the art installation is left untouched.
• The lifeguard tower repaint and “VI” branding is approved with a Special Event Permit.
• The 10 foot “VI” sculpture on Lincoln Road is approved too, but the Lincoln Road Business Improvement District, not Rockstar, has to get the permit. The final location is whatever that permit says.
• The W Hotel “Y” sign isn’t objected to. The hotel isn’t city property, so the owner needs a separate deal with Rockstar and its own permits.

What isn’t approved or guaranteed

• No permit is guaranteed. The agreement says it doesn’t “predetermine or guarantee” any permit or regulatory approval.
• Nothing outside the five listed assets is approved.
• No changes are allowed to Muscle Beach’s art installation or unpainted equipment.
• The final Lincoln Road location depends on the permit.
• The lifeguard tower’s final look isn’t locked in, since that slide is marked “if city rejects Vice Beach.”
• The W Hotel sign isn’t approved by the city on its own. It depends on the owner’s private deal and permits.

As far as the document shows, no permits had been issued as of October 15.

Rockstar will pay the city $300,000

The activation fee comes in two payments. Rockstar pays $150,000 up front and another $150,000 within three business days of the permits being issued. Apart from one scenario we’ll cover below, none of it can be refunded.

A separate $4 million Boucher Brothers deal

This is where the numbers really jump. Rockstar says its agent, Amplify Marketing, will sign an agreement with Boucher Brothers Miami Beach, LLC (BBMB). Under that agreement, Rockstar funds a $4,000,000 fee to BBMB for services actually provided.

BBMB already has its own deal with the city, and 50% of the fees it receives goes to Miami Beach. That could mean around $2 million more for the city. The agreement says the city is relying on this arrangement, so Rockstar can’t let the BBMB deal be changed against the city’s interests without written consent.

Rockstar’s custom vehicle goes to the city

The most unexpected detail is a custom vehicle. The agreement says Rockstar built one for its marketing and promotions, and it’s appraised at $643,443. Rockstar plans to auction it during 2027, and all the proceeds go to the city.

If it hasn’t sold by December 31, 2027, Rockstar has to hand it over to the city with all keys, accessories and equipment, in good working order and with a clean title. The agreement never says what the vehicle actually is.

What it adds up to for Miami Beach

Add up the $300,000 fee, around $2 million from BBMB and the $643,443 vehicle, and you get roughly $2.9 million on paper. Just remember the BBMB share and the auction price both depend on performance and the final sale.

Everything must be covered for Art Week

All five assets have to be removed or fully covered with opaque material from 8:00 a.m. ET on November 29 until December 6, 2026. If Rockstar misses that, the fine is $5,000 per day, per asset.

The campaign timeline

• October 15, 2026: Agreement dated, and the date Rockstar aims to have permits
• November 1, 2026: Permit deadline that triggers Rockstar’s right to walk away
• November 29 to December 6, 2026: Art Week, when everything must be gone or covered
• December 31, 2026: Campaign Period ends
• January 15, 2027: Everything must be removed and the sites restored, or Rockstar owes $5,000 per day per asset
• December 31, 2027: Deadline for the custom vehicle to be auctioned or handed over

Once the campaign ends and until the agreement expires, anything still standing has to stay covered. Rockstar also has to restore each site to its original condition, which can be as simple as repainting in the original colors or peeling off a decal.

What if the permits don’t come?

If any permit hasn’t been issued by November 1, 2026, Rockstar can terminate by written notice by November 5, and the city would refund $75,000. The other $75,000 from the first payment stays with the city. If Rockstar misses the November 5 deadline, it loses that right.

Rockstar can also choose to carry on with only the assets that got permits. In that case the fee is split equally across the five assets and reduced for any that don’t have a permit.

Other details in the agreement

• Rockstar pays for everything, including design, fabrication, installation, maintenance and removal.
• Rockstar must carry $25 million in builder’s risk insurance on the assets, plus a $4 million umbrella policy.
• The city’s liability to Rockstar is capped at $10,000, except for refunding fee money it owes back.
• Neither side can put out a press release specifically announcing the agreement without coordinating first.

What does it mean for GTA 6?

It shows just how far Rockstar is willing to go for GTA VI, and how much it’s ready to spend to bring Vice City’s identity to a real beach. Throw in the rooftop signage at Miami’s Kaseya Center, and this is shaping up to be one of the biggest real world marketing campaigns we’ve EVER seen for a video game.