Guide
GTA 6 'Vice Beach' Deal: What Rockstar's Miami Beach Agreement Says
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Current status
- Current status: Agreement signed by Rockstar (October 15) and attested by the city (October 16). Permits pending as of October 15.
- Last verified: October 21, 2026.
- Sources checked: GTAVice.net (iGrandTheftAuto's records find), Gameranx.
- What is confirmed: the agreement exists in Miami Beach's public records, per iGTA.
- What is not confirmed yet: whether the permits come through by November 1, and what the custom vehicle is.
The five Vice Beach installations
Reported (GTAVice.net):
| Installation | Location | Condition |
|---|---|---|
| "Vice BEACH" sign, about 31 ft wide and 6 ft 11 in tall | Lummus Park, north of 11th Street | Needs a Special Event Permit |
| Pink paint and Vice Beach branding on gym gear | Muscle Beach, near 9th St and Ocean Drive | Permit; existing art installation untouched |
| Repainted "VI" lifeguard tower | Lummus Park, north of 14th Street | Permit |
| 10-ft "VI" sculpture | 689 Lincoln Road | Lincoln Road BID must get the permit |
| "W" rooftop sign becomes "Y" | W South Beach, Collins Ave (private) | Needs the owner's own deal and permits |
GTAVice.net says one mockup is marked "if city rejects Vice Beach," so the final look of the lifeguard tower isn't locked.
The money
Reported:
- $300,000 activation fee to the city, paid in two $150,000 parts.
- $4,000,000 to Boucher Brothers Miami Beach, through Rockstar's agent Amplify Marketing. GTAVice.net says half of Boucher Brothers' fees go to the city under its existing deal.
- A custom vehicle appraised at $643,443. Rockstar plans to auction it during 2027, with proceeds to the city. If it hasn't sold by December 31, 2027, it goes to the city. The agreement doesn't say what the vehicle is.
Analysis: GTAVice.net puts the total for the city at roughly $2.9 million on paper, but that depends on Boucher Brothers' revenue and the auction price.
Key dates and conditions
Reported (GTAVice.net):
- November 1, 2026: if any permit hasn't been issued, Rockstar can walk away by November 5 and get $75,000 back.
- November 29 to December 6: every installation must be removed or fully covered for Art Week. The fine is $5,000 per day, per asset.
- December 31, 2026: the campaign period ends.
- January 15, 2027: sites must be restored.
Analysis: the November 1 permit deadline is the date to watch. Gameranx frames it as the point where the plan could fall through.
Confirmed vs rumored: Vice Beach
| Claim | Status |
|---|---|
| Rockstar and Miami Beach signed a marketing agreement | Reported (public records, per iGTA) |
| Five named installations | Reported |
| $300K fee, $4M Boucher Brothers deal | Reported |
| Custom vehicle worth $643,443 | Reported; vehicle type unknown |
| Permits issued | Not as of October 15 |
| Vice Beach will definitely be built | Not confirmed, depends on permits |
The bottom line
Vice Beach is signed on paper, but it isn't built. If permits land before November 1, expect a giant sign in Lummus Park and a "Y Hotel" on Collins Avenue in launch month. Rockstar's own pitch says the hotel "features prominently in game trailers and screenshots" (per GTAVice.net). Vice City's beach districts are in our Ocean Beach guide.
Sources checked
- GTAVice.net: Rockstar's Vice Beach agreement with Miami Beach
- Gameranx: GTA 6 Miami Beach deal worth nearly $5 million
Update log: 2026-10-21: Published.
Frequently asked questions
- What is Vice Beach in GTA 6 marketing?
- A planned Rockstar campaign in Miami Beach with a giant Vice Beach sign, a VI lifeguard tower, a VI sculpture, Muscle Beach branding and a Y Hotel sign.
- How much is Rockstar paying Miami Beach?
- The agreement lists a $300,000 fee, plus a separate $4 million deal with Boucher Brothers, half of whose fees go to the city.
- Is the Vice Beach sign up yet?
- Not as far as reported. No permits had been issued as of October 15, and the permit deadline is November 1.
- What is the Y Hotel?
- The W South Beach's rooftop 'W' sign would be changed to a 'Y', matching the hotel's in-game version. It needs the owner's own deal and permits.
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Editorial note: GTA6Home is an independent fan resource and is not affiliated with Rockstar Games or Take-Two Interactive. We track official Rockstar announcements and update this guide whenever the facts change — the “Last updated” date above reflects the latest review. Anything not officially confirmed is labeled per our Editorial Policy.