The umbrellas were only part of it. The paperwork names five Vice Beach builds, a $300,000 fee and a car the city gets to keep.
The short version
A GTA 6 marketing agreement between the City of Miami Beach and Rockstar Games, dated 15 October 2026 and found in city records by iGrandTheftAuto, approves five Vice Beach installations. They include a giant sign in Lummus Park and a Y Hotel rooftop sign. Rockstar pays a $300,000 fee, funds a $4 million Boucher Brothers deal and gives the city a $643,443 custom car.
Quick answer
What is in the GTA 6 Miami Beach deal?
The GTA 6 Miami Beach deal approves five Vice Beach installations, including a giant sign in Lummus Park and a W Hotel sign turned into a Y, according to an agreement iGrandTheftAuto found in city records. Rockstar Games pays a $300,000 fee, funds a $4 million Boucher Brothers deal and gives the city a $643,443 car.
For a month the story was umbrellas. Then iGrandTheftAuto went through the Miami Beach City Clerk's public records and found the contract behind them.
It covers far more than beach chairs. There is a sign weighing well over two tons, a repainted lifeguard tower, a 10 foot sculpture and a hotel that changes its name for the season.
Is the Miami Beach GTA 6 deal signed?
It looks that way. The agreement is dated 15 October 2026, lists Rockstar vice president Greg Gibson that day, and carries a City Clerk attestation dated 16 October, GTAVice.net reports.
GTAVice.net is iGTA's news site, and iGrandTheftAuto posted the find at 11am UK time on Wednesday. We have not seen the document ourselves, and neither Rockstar nor the city has announced it. The agreement says neither side can put out a press release about it without coordinating first.
That changes the picture. On 12 October the city told reporter Joel Franco the deal was still unsigned, GTA BOOM reported, and our Miami Beach umbrella report said no signed deal had been announced.
What will Rockstar build on Miami Beach?
Five things, and nothing else on city property is granted. The agreement calls them Approved Assets and ties them to one coordinated Vice Beach campaign.
- A giant Vice BEACH sign in Lummus Park, about 31 feet of sheet metal lettering on a steel base, roughly 6 feet 11 inches tall.
- Pink paint and Vice Beach branding on the Muscle Beach container and workout gear near 9th Street and Ocean Drive.
- A small lifeguard tower north of 14th Street repainted blue and pink with a VI logo.
- A 10 foot VI sculpture with white palm silhouettes on Lincoln Road.
- The rooftop W sign on the W South Beach hotel turned into a Y.
The Y Hotel is the cheekiest one. Rockstar's exhibit, titled "Grand Theft Auto VI Partnership Opportunity", says the hotel "features prominently in game trailers and screenshots", and the mockup carries the tagline "Y even ask?"
How much is Rockstar paying Miami Beach?
Rockstar pays a $300,000 activation fee in two halves of $150,000, the second due within three business days of the permits being issued. Apart from one exit clause, none of it can be refunded.
The bigger number sits elsewhere. Rockstar's agent, Amplify Marketing, will sign with Boucher Brothers Miami Beach, the beach concession firm, and Rockstar funds a $4,000,000 fee to it. Boucher Brothers passes 50% of its fees to the city under its own contract, so that could mean around $2 million more for Miami Beach.
Then there is the car. Rockstar built a custom vehicle for its marketing, appraised at $643,443, and plans to auction it in 2027 with every dollar going to the city. If it has not sold by 31 December 2027, the city gets the keys. The agreement never says what the car is.
| Item | Amount or date | Status |
|---|---|---|
| Activation fee to the city | $300,000 | In the agreement |
| Boucher Brothers fee | $4,000,000, half to the city | Agreement to be signed by Amplify |
| Custom vehicle | Appraised at $643,443 | Auction in 2027 |
| Permits | None issued as of 15 October | Pending |
| Art Week cover up | 29 November to 6 December | Required |
| Campaign ends | 31 December 2026 | In the agreement |
Are the Vice Beach installations up yet?
Not as far as the document shows. Every asset still needs permits, and none had been issued as of 15 October.
The sign, the gym branding and the lifeguard tower each need a Special Event Permit. The Lincoln Road Business Improvement District, not Rockstar, has to get the sculpture's permit. And the W South Beach owner needs a private deal with Rockstar before any Y goes up.
There is also an exit. If any permit is missing by 1 November, Rockstar can walk away by written notice before 5 November and get $75,000 back. Or it can carry on with whatever was approved and pay less for the rest.
How does this compare with the plan Miami Beach voted on?
The September plan was smaller. Commissioners voted 4 to 3 on 10 September to let the city manager negotiate with Amplify Marketing over Vice City and VI branding on beach chairs and umbrellas, worth up to $4 million, Miami New Times reported.
That chair deal survives inside the new paperwork as the Boucher Brothers fee. What is new is the city property. A park sign, a gym and a lifeguard tower were not part of the beach chair plan the vote described.
Everything has to come down or be covered from 29 November to 6 December for Art Week, with a $5,000 a day fine per asset if Rockstar misses it, and all of it must be gone by 15 January 2027. If you are in South Beach before 19 November, keep an eye on Lummus Park. Our Leonida plate cars report and the downtown banner story show what else is already on the streets.
Frequently asked questions
Is the Miami Beach GTA 6 deal signed?
It appears so. The agreement iGrandTheftAuto found in the City Clerk's records lists Rockstar vice president Greg Gibson on 15 October 2026 and a City Clerk attestation dated 16 October. Neither side has announced it.
How much is Rockstar paying Miami Beach for GTA 6?
A $300,000 activation fee, paid in two halves of $150,000. Rockstar also funds a separate $4 million fee to Boucher Brothers, and half of what that firm receives goes to the city, according to iGTA's reading of the agreement.
What is the Y Hotel in GTA 6 marketing?
It is the planned conversion of the rooftop W sign on the W South Beach hotel into a Y. The city does not object, but the hotel's owner needs its own deal with Rockstar and its own permits.
Where is the Vice Beach sign going?
On the grass in Lummus Park north of 11th Street, at least 65 feet east of Ocean Drive. The sheet metal letters run about 31 feet wide and need a Special Event Permit first.
What happens to the GTA 6 car Rockstar gives Miami Beach?
Rockstar plans to auction the custom vehicle, appraised at $643,443, during 2027 with all proceeds going to the city. If it has not sold by 31 December 2027, Rockstar must hand it over. The agreement does not say what the car is.
When does GTA 6 come out?
GTA 6 launches on 19 November 2026 for PS5 and Xbox Series X|S.
Sources
- GTAVice.net (iGrandTheftAuto), REVEALED: Rockstar's Vice Beach marketing agreement with Miami Beach (21 Oct 2026)
- iGrandTheftAuto on X, Miami Beach and Rockstar Games marketing sponsorship agreement details the Vice Beach campaign (21 Oct 2026)
- City of Miami Beach: resolution directing the city manager to negotiate a GTA VI marketing agreement with Amplify Marketing Inc.
- Miami New Times: Miami Beach approves multi million dollar GTA VI marketing agreement
- GTA BOOM: Miami Beach's GTA 6 Vice City chair branding will likely miss October 15
- Joel Franco on X: GTA 6 marketing has officially started on the sands of Miami Beach (17 October 2026)
Spotted an error? See our corrections policy. The GTA 6 News is an unofficial fan site.
