A GTA 6 Vice City sign is going up on the roof of Kaseya Center, the Miami Heat's arena, as of September 11. GTA BOOM reported the installation is under way, with photos from bystander Ryan Rea showing workers preparing the lettering materials on site. GTA BOOM described it as a private commercial arrangement between Basketball Properties, the Miami Heat affiliate that runs the arena, and Rockstar Games, with no government vote involved. Miami-Dade County's only role was issuing a standard permit. GTA BOOM identified this as the first of four Miami-area GTA 6 marketing efforts to physically materialize, ahead of government-negotiated initiatives covering beach equipment, downtown banners, and airport branding. GTA BOOM said installation was expected any moment; the game launches November 19.
Separately, Dexerto reported the same day on the Miami Beach City Commission's September 10 debate over its own GTA 6 deal, which would put the game's branding on Boucher Brothers beach chairs and umbrellas through the agency Amplify Marketing Inc. from October 15 through December. Commissioner Tanya Bhatt said Rockstar would spend $4 million advertising GTA 6 in Miami. Commissioner Laura Dominguez said Miami Beach initially wanted $3 million and would push for a bigger fee. Dexerto also described a downtown banner application covering the area between NE 5th Street, the Miami River, Biscayne Bay, and NE 2nd Avenue, with a $208,000 fee for banners over 5,000 square feet.
Commissioner David Suarez remains opposed. At the meeting he said he did not want to see Miami Beach's brand associated with the game, that it was not worth any amount of money, and that it was the wrong image for Miami Beach, per Dexerto. That position has been consistent since city officials and the county sheriff began raising objections earlier in the year. The Kaseya Center sign sidesteps the government debate entirely: Basketball Properties made a private commercial agreement, and there was nothing for elected officials to vote on or block.