Crews in Miami have installed large pink letters spelling out “Welcome to Vice City” across the roof of the Kaseya Center, home of the Miami Heat basketball team. Video game publisher Rockstar Games secured the rooftop placement as part of its promotional drive for Grand Theft Auto VI. Under an agreement with Miami-Dade County, local authorities will collect $975,000 for allowing the display on the county-owned sports arena. The rooftop text sits directly below commercial flight paths, meaning airline passengers flying into Miami International Airport can read the phrase clearly from aircraft windows.
Key Takeaways
- Rockstar Games spent $975,000 to place “Welcome to Vice City” lettering on the Kaseya Center rooftop.
- Helicopters hoisted the display components directly onto the arena in downtown Miami.
- The signage will remain visible until either late 2027 or through the final Miami Heat home game of the 2026-27 basketball season.
- GTA VI takes place in the fictional state of Leonida, based directly on Florida, with Vice City serving as the digital stand-in for Miami.
- The game arrives worldwide on November 19 for PlayStation 5 and Xbox Series X and Series S consoles.
Helicopter Operation and Advertising Terms
Work teams used transport helicopters over several days to carry the oversized letter panels up to the venue roof. Public records show the deal between local officials and Rockstar Games gives the publisher advertising rights that run for at least twelve months. The contract permits the installation to stay in place until April 11, 2027, which coincides with the closing home fixture of the Miami Heat regular season schedule.
The promotion extends beyond the stadium roof. Miami city commissioners approved special permits allowing Rockstar Games to hang banners that exceed standard municipal size limits across downtown corridors. City Commissioner Christine King explained that permit fees collected from the video game publisher will go directly toward funding an urban walking trail in the Overtown neighborhood. King also confirmed that all public imagery must remain free of graphic content.
Real World Locations in Leonida
Grand Theft Auto VI returns players to Vice City for the first time since 2006. Rockstar Games models its virtual state of Leonida on actual South Florida topography, blending local architecture, coastal highways, wetlands, and neon skylines into the game world.
While the city of Miami approved the outdoor campaign, other regional agencies kept their distance. Miami Beach officials and Miami-Dade police departments opted out of cooperative promotions earlier this year due to concerns over the franchise focus on criminal activities. Even so, street-level promotions continue across tourist zones, including branded beach umbrellas and transit posters.
Frequently Asked Questions
Q1. What is the Welcome to Vice City sign on the Kaseya Center?
A1. It is an official outdoor advertisement by Rockstar Games placed on top of the Miami Heat home arena to promote Grand Theft Auto VI.
Q2. How much did Rockstar Games spend on the Kaseya Center sign?
A2. Miami-Dade County records show Rockstar Games paid $975,000 under a direct marketing agreement.
Q3. How long will the GTA VI sign stay on the arena?
A3. The agreement allows the lettering to stay up for one full year or until April 11, 2027, whichever comes later.
Q4. What consoles will support GTA VI at launch?
A4. The game launches on PlayStation 5 and Xbox Series X and Series S on November 19. Rockstar Games has not announced a PC release date.
