Miami could bring a little Vice City into real life. And the proposal goes all the way down to the manhole covers.

Miami-Dade County has discussed a potential marketing partnership with Rockstar Games that would bring GTA VI branding to public spaces. The mayor’s office sees an opportunity to generate revenue and showcase the community to a worldwide audience. The Miamian first reported the pitch after obtaining county records.

The proposed changes include:

• Miami International Airport: A display airplane wrapped in Vice City branding, themed baggage claim areas, luggage carts, tags and signs.
• Public transit: Vice City colors and logos on Metromover cars, plus themed signs at selected Metromover and Metrorail stations.
• Downtown and Brickell: Custom sewer and stormwater manhole covers, along with artwork wrapped around utility boxes.
• PortMiami: A mural or installation inspired by the game’s Port Gellhorn setting.
• Rickenbacker Beach: A themed photo spot, sculpture, shaded overlook or public art.
• Tropical Park: A proposed car culture event featuring classic cars, lowriders, motorcycles, DJs, food vendors and artists.

These are concepts described in the county’s pitch, as reported by The Miamian. They remain proposals.

Some ideas could offer benefits beyond branding. PC Gamer’s review also describes potential infrastructure improvements and a library recording space supporting music, podcasting and community storytelling.

But some county leaders are pushing back.

Sheriff Rosie Cordero-Stutz and Commissioner Juan Carlos Bermudez question whether public property should promote a franchise centered on fictional crime and violence. Their objections focus on the message that government participation would send. Axios covered their opposition.

For residents, the money matters too. What would the county earn? Who would cover the costs? How would local businesses and neighborhoods benefit?

Nothing has been formally agreed to or approved, according to the mayor’s spokesperson’s statement to The Miamian.

Miami helped inspire Vice City. Now the question is how much of that fictional identity belongs in the real community.

Sources and Reporting Credits:

This article draws on original reporting by Francisco Alvarado of The Miamian, who obtained the county’s proposal through a public records request, along with additional coverage from PC Gamer and Axios Miami.

• The Miamian: Miami-Dade facilities could become Grand Theft Auto 6’s biggest marketing ploy. Original reporting, county spokesperson’s statement and proposed locations.
• PC Gamer: Miami-Dade County Sheriff opposes a proposed GTA 6 collaboration with Rockstar. Additional details on proposed infrastructure improvements and creative programs.
• Axios Miami: Miami-Dade sheriff slams Grand Theft Auto marketing proposal. Reporting on objections from the sheriff and county commissioner.

Image credit: Original artwork supplied by Siri Alexander. AI-assisted adaptation for WHH Media Company.

Published by WHH Media Company