What is Rockstar doing in Miami? Every GTA VI real-world tie-in, tracked

Rockstar's marketing for GTA VI has moved out of the trailers and into real streets, restaurants and beaches. Some of it is on a company's own website. Some of it comes from city records that one site says it found. Some of it is a fan's video. This page sorts them by how well each is established, and dates each one, because most are still changing.

Verdict: Confirmed: the Kaseya Center's own dining page lists Burger Shot and Cluckin' Bell as "Vice City Concessions", and the Miami roaster Vice City Bean lists a $23 limited coffee as a GTA VI collaboration. Inference, medium confidence: Miami Beach and Rockstar's agent signed a "Vice Beach" agreement on 15 October for five installations, due live on 1 November, plus a separate $650,000 hotel deal; and Skinny Louie will serve a Burger Shot menu in every Florida restaurant from early November to 31 December. Early leads, low confidence: beer labels from a Florida brewery, a GTA VI sponsor read on a comedy show, and film permits for a Heat commercial. Not established: that any of it changes the game.

What is Rockstar doing in Miami for GTA VI?

Nine things, at different levels of proof, as of 28 October 2026:

Everything here is promotion. None of it adds anything to the game, and Take-Two says the brands inside the game are made up.

Did Miami Beach sign the Vice Beach agreement?

According to one site, yes. On 21 October GTAVice.net's Distinct reported finding in Miami Beach's public records an agreement dated 15 October 2026, with the city clerk's attestation on 16 October. It covers five installations and a $300,000 activation fee paid to the city in two instalments, and sits beside a separate $4 million arrangement between Rockstar's agent, Amplify Marketing, and the beach operator Boucher Brothers, with half of the operator's fees shared with the city. A custom vehicle appraised at $643,443 is also named, to be auctioned for the city in 2027.

We have not seen the city's copy, and no second outlet has said it saw the same documents, so this is a report, not a verified fact. It would settle the question the Miami briefing left open, whether anything had been signed. That page said a city official told a reporter on 12 October that nothing was.

The report adds that no permits had been issued as of 15 October, and that if any permit is still missing on 1 November Rockstar may end the agreement or go ahead with the permitted assets only. This is the Miami Beach deal, not the Miami-Dade county proposal, which is a different government and still unresolved.

What will go up on Miami Beach, and when?

The five assets in the report are a giant "Vice BEACH" sign in Lummus Park, pink repainting and a "Vice BEACH" block at the Muscle Beach equipment on Ocean Drive, a repainted lifeguard tower, a 10-foot "VI" sculpture on Lincoln Road, and a rooftop sign at a Collins Avenue hotel that turns a "W" into a "Y".

A second GTAVice.net report, on 22 October, gives the plan: work begins on Monday 26 October, finishes by Saturday 31 October, and everything goes live on 1 November, with removal by 15 January 2027. Those are planned dates from documents, not sightings. We found no report that work has started, and the city's written approvals were still outstanding when it was written. Check before treating any of it as built.

What is the hotel deal?

A separate contract, also reported by GTAVice.net, between Amplify and the owner of the hotel at 2201 Collins Avenue: $650,000 in total, signed on 16 and 19 October, for façade signage ($300,000), installing the "Y" logo ($150,000) and a beachfront activation ($200,000), running from 15 October to 31 December. It is a private deal and does not appear in the city's agreement. Keep it apart from the $300,000 city fee and the $4 million beach-operator deal; they are different payments to different parties.

Are Burger Shot and Cluckin' Bell real?

Yes, at the arena. On 21 and 22 October fans posted photos and video from the Kaseya Center, home of the Miami Heat, of a Burger Shot stand and, in another corner, Cluckin' Bell. Dexerto and Insider Gaming relayed the posts and said the Burger Shot stand replaced a Skinny Louie stand, with staff in GTA-themed uniforms.

By 28 October the arena's own dining page carried a "Vice City Concessions" section listing Burger Shot at sections 105, 120, 308 and 324 and Cluckin' Bell at section 325. That is the arena confirming it. It gives no menus, prices or end date. Fans quoted a combo at between $28.50 and over $37; those prices are theirs, not the arena's.

Is Burger Shot coming to other restaurants?

According to GameSpot and QSR Magazine, yes, in Florida. They report that Skinny Louie and Rockstar announced a promotion from about 23 October: every Skinny Louie in Florida serves a Burger Shot menu from early November through 31 December, with signage, uniforms, packaging and a limited menu, in store and by delivery. GameSpot doesn't say whether Cluckin' Bell will leave the arena.

We read GameSpot but could not read QSR, which blocked us, and both describe the same announcement, so they aren't independent. We did not see the original post. The exact opening day and the list of restaurants are not published in anything we read.

Is there a GTA VI coffee?

Yes. Vice City Bean, a Miami roaster, lists "GTA VI Miami 'Vice City' Collaboration LEONIDA" on its own site: a limited 10 oz medium roast of Colombian and Ethiopian beans at $23.00, described as celebrating Miami and the release of GTA VI. "Collaboration" is the seller's word. We found no Rockstar announcement and no licensing statement, and the page doesn't say where it ships. Earlier research said new orders were paused; the page we read on 28 October showed an add-to-cart button. Availability changes.

Is there GTA VI beer?

Possibly. On 20 October iGrandTheftAuto reported federal label approvals for three beers from Tripping Animals Brewing in Doral, Florida, named after GTA's fictional brands: Pißwasser, Patriot and No Mames Vice City, the last said to carry GTA VI branding. We could not check the federal record and outlets give different approval dates. Rockstar has announced no beer collaboration, and nothing says the beers will go on sale. A label filing is a lead, not a product.

Is Rockstar sponsoring a comedy show?

GTA BOOM reported on 25 October that Druski's show Coulda Been Records, in an "OLD HEADS" episode with Ali G published 24 October, carries a sponsor read saying Grand Theft Auto 6 presents the episode and urging pre-orders of the Ultimate Edition. We haven't watched it. The fee and terms are unknown, and a sponsor read doesn't mean either comedian appears in the game.

Do the Heat commercial permits mean a live-action GTA VI trailer?

No, not on this evidence. GTAVice.net reported on 21 October two film permits held by 305 Films, listed as commercials: "Miami Heat - Vice", filmed 19 and 20 October on Ocean Drive, and "Vice", filmed 5 to 7 October at Ocean Drive, Lummus Park and Muscle Beach. Neither permit names Rockstar or Take-Two. The Heat and Rockstar are announced partners for the 18 November game, which makes Heat promotional content a likelier reading than a standalone game trailer, but the permits don't say. Rockstar hasn't confirmed anything about a live-action film.

How does this fit with the rest of Miami?

The county's $975,000 Kaseya Center sign, Miami Beach's chairs and umbrellas and the City of Miami's banners are covered in the Miami briefing, and the Heat's "A Night in Vice City" game in its own. This page tracks the newer, commercial layer on top.

What changes this: The city or Rockstar confirming the Vice Beach agreement or a permit; reports that the installations went up on 1 November or didn't; Skinny Louie or Rockstar publishing the restaurant list and opening date; Rockstar acknowledging the coffee, beer or comedy sponsorship; or any of the permits being tied to Rockstar by name.