With roughly two months left before Grand Theft Auto VI launches, Rockstar's real-world marketing push into Miami has officially begun — and it starts on a rooftop.
Travelers flying into Miami International Airport from over the ocean will now spot a large "Welcome to Vice City" sign, accompanied by GTA VI branding, perched atop the Kaseya Center, home of the NBA's Miami Heat. Local outlet WPLG Local 10 News captured aerial footage of the installation, which took place on Tuesday when a helicopter lowered the pink-and-white sign into place. Ground crews had assembled the sign beforehand and finished securing it once it was in position.
The timing lines up neatly with the Heat's upcoming schedule — their preseason opener falls on October 9, with the regular season kicking off October 21 or 22 — meaning the sign is set to get significant screen time as national broadcasts cut to the arena. According to the report, it's expected to stay up through at least the end of December.
Not every detail about the sign has impressed fans, however. The lettering is relatively small relative to the arena's size, spanning only about a third of its width, and the visible metal support brackets have drawn some criticism for detracting from the overall look. Whether it lights up at night remains to be seen — it doesn't appear to be illuminated yet, though that could change.
Interestingly, the Kaseya Center already has an in-game counterpart: Rockstar's Sahara Arena, which appears in GTA VI as a clear stand-in for the real building.
As for the cost, documents reviewed by the Miami Herald's Doug Hanks indicate Rockstar is paying Miami-Dade County close to $975,000 for the installation. That fee reportedly covers the various personnel required to put the sign up, including emergency services staff who were on hand during the ground operation.
This appears to be just the opening move in a broader marketing rollout across the city. Based on separate documents, a more substantial wave of GTA VI promotional material — including new billboards — is expected to arrive in Miami around mid-to-late October.
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