Miami Beach votes 4-3 to pursue a GTA 6 marketing deal

Miami Beach’s city commission voted 4-3 on September 10, 2026 to back a Grand Theft Auto VI marketing campaign on its beaches. The resolution lets the city manager negotiate, and then sign, an agreement with Amplify Marketing Inc. for a campaign promoting the game’s release. The city’s own meeting video shows the debate and the roll call. Rockstar has not commented publicly on the vote.

The resolution covers signs and other promotional material on beachfront concession equipment, for a campaign starting October 15, 2026. Commissioner Laura Dominguez said at the meeting that "Vice City" or the Roman numeral VI would appear on chairs and umbrellas run by the city’s beach partner, Boucher Brothers, until the end of the year, and not during Art Basel. She said the logos would stay off city property such as lifeguard stands. The resolution’s wording also covers other public property the city manager picks, a point Commissioner David Suarez raised before the vote.

GamesRadar+, PC Gamer and WSVN 7News put the deal at about $3 million. At the meeting, Commissioner Tanya K. Bhatt said the city’s benefits could come closer to $4 million, enough to fund a planned football field renovation at Flamingo Park. Commissioner Joseph Magazine said he wanted the money spent soon on amenities such as soccer fields and basketball courts. Commissioner Monica Matteo-Salinas, who has played the series since its 1997 debut, argued the city could nod to the game without endorsing it. "It’s a video game and it’s fake," she said.

Bhatt, Dominguez, Magazine and Matteo-Salinas voted yes. Suarez, Commissioner Alex Fernandez and Mayor Steven Meiner voted no. Suarez said the city had paid more than $1 million over three years for spring break marketing meant to change its image, and WSVN later quoted him saying the other commissioners had decided "the beach is for sale now." He told CBS News Miami the plan lacked specifics and that he would look into whether the city can legally market the game on its property. Meiner objected that the item gave the city manager full authority over a deal the commission had not seen.

Separately, CBS News Miami reports that the City of Miami voted to let Rockstar pay for permits so private parties can hang oversized banners for the game. Miami commissioner Christine King said no city assets would be used.