Miami Beach approved GTA VI campaign talks—not a final deal

Miami Beach has authorized negotiations for a Grand Theft Auto VI marketing campaign, but it has not approved a completed advertising agreement, a citywide rebrand or a real-world Vice City takeover.

The city’s September 10, 2026 agenda included Item C7 AP, directing and authorizing the city manager to negotiate an agreement with Amplify Marketing Inc. for a campaign contemplated to begin October 15. The proposed arrangement covers signage and other materials on beachfront concession equipment and any additional public property the manager may determine. The official agenda and resolution materials authorize negotiation and execution of an agreement; they do not contain a completed contract.

What Miami Beach authorized

The action gives the city manager authority to negotiate a beach-focused promotional arrangement connected to GTA VI. Its scope is narrower than headlines suggesting Miami Beach approved a finished partnership or wholesale transformation.

• The resolution contemplates an October 15, 2026 campaign start.
• Beachfront concession equipment is an authorized location for campaign materials.
• The manager may determine whether other public property will be included.
• The agreement must still be negotiated and executed.

The municipal materials do not provide a final inventory of locations, approved artwork, branding restrictions, a price, revenue-sharing provisions or other commercial terms. The contemplated start date also does not guarantee that installations will appear on October 15.

What remains unapproved

Miami Beach has not published an executed agreement through the materials reviewed for this report. The resolution therefore does not establish which specific chairs, umbrellas or other equipment will carry advertising, whether additional public locations will be used, or what the final campaign will cost or pay.

Nor is the city action itself a public campaign announcement from Rockstar Games or Take-Two. Rockstar’s official GTA VI page confirms the game and its release details but does not announce the Miami Beach arrangement.

The measure reportedly passed 4-3

PC Gamer, reporting from the public City Commission meeting stream, said the measure passed by four votes to three. The official agenda materials reviewed here do not include a post-meeting roll call, so the tally is attributed to that report.

PC Gamer also reported that Commissioner Laura Dominguez described a restrained approach involving Boucher Brothers chairs and umbrellas rather than city assets such as lifeguard chairs. That was a commissioner’s description during the meeting, not a final placement list in an executed agreement.

The distinction matters because the resolution also allows the manager to consider other public property. Until an agreement is completed and released, neither the commissioner’s examples nor the resolution’s broader authorization should be presented as a confirmed installation plan.

Miami Beach and Miami-Dade are separate proposals

Miami Beach is a separate local government from Miami-Dade County. Reporting in late August covered broader county discussions about a Miami-area GTA campaign, but Axios reported that nothing had then been formally agreed or approved.

The Miami Beach vote does not approve those county concepts, including possible airport, transit or PortMiami activity. It also does not establish that Miami Beach will use “Vice City” or any other particular version of GTA VI branding.

When GTA VI is scheduled to launch

Vice City is part of Leonida, GTA VI’s fictional setting. Rockstar’s official page lists the game for PlayStation 5 and Xbox Series X|S on November 19, 2026. Our earlier coverage also details Rockstar’s currently announced GTA VI release date. For now, the accurate summary is that Miami Beach approved negotiations for a potential beachfront GTA VI campaign. A final agreement, complete location list and campaign terms have not yet been established by the public materials reviewed here.