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Vice City Rises: $1M Sign Lands in Miami
23 Sep
Summary
- A "Welcome to Vice City" sign cost nearly $1 million.
- A helicopter installed the sign on the Kaseya Center.
- The sign may stay for over a year, until April 2027.
Rockstar Games is making a substantial marketing statement in Miami for Grand Theft Auto 6, installing a colossal "Welcome to Vice City" sign atop the Kaseya Center. This eye-catching display, which was lifted into place by helicopter, represents a significant investment, with reports indicating Rockstar is paying close to $1 million for the installation.
Miami-Dade County is expected to benefit financially from this venture, with an agreement in place that will see the county collect $975,000 from the GTA developer. The sign's tenure on the arena is projected to last for at least one year after its installation, possibly remaining visible until the Miami Heat's final home game in April 2027.
Discussions between Rockstar and Miami officials in August also hinted at broader marketing activities, including potential events and even an airport takeover. Grand Theft Auto 6 is slated for release on November 19 for PlayStation 5 and Xbox Series X|S, with this extensive marketing in Miami building considerable anticipation.
