Miami Beach has voted in favor of pursuing a Grand Theft Auto 6 marketing campaign, with the city council approving the measure by a narrow 4-3 margin on September 10. The vote authorizes the city manager to negotiate a deal with Rockstar Games, reportedly worth at least $3 million to the city, according to Polygon and PC Gamer.
The campaign, as described by Commissioner Laura Dominguez, would be handled 'discreetly' through the hospitality firm Boucher Brothers, appearing on beach chairs and umbrellas rather than on city property or in 'iconic public places.' Boucher Brothers is notable in that it has reportedly been parodied in GTA 6 itself, appearing as 'Sol Sisters' with similar umbrella designs visible in the game's first trailer, according to PC Gamer.
Opposition centered on the violent and criminal content of the Grand Theft Auto series. Commissioner David Suarez argued that Rockstar has the right to make and sell the game, but that the city shouldn't help market it, citing the resources spent fighting crime and rebranding Miami Beach away from an image of 'chaos and lawlessness.' He played a montage of criminal gameplay clips during his remarks, per both outlets.
Supporters of the deal, including commissioners Monica Matteo-Salinas and Joseph Magazine, pushed back on those concerns. Matteo-Salinas said the city would not be 'giving away pistols and cocaine to people' and argued that playing or seeing GTA marketing wouldn't push people toward real-world crime. Magazine said GTA 6's cultural spotlight is coming regardless of the city's choice, and framed the deal as a chance to fund stalled city projects, including a renovation of Flamingo Park Memorial Football Field. Commissioner Tanya K. Bhatt reiterated that the intent was not an 'in-your-face' marketing push.
The Miami Beach vote follows a separate pitch from Miami-Dade County officials proposing GTA 6-themed elements such as baggage claim areas, artwork, and Vice City-style manhole covers, a plan that drew criticism from Sheriff Rosie Cordero-Stutz over the game's depictions of crime and violence toward law enforcement. According to PC Gamer, the Miami Beach deal is understood to be separate from that county-level proposal.
Once Miami Beach and Rockstar finalize an agreement, the promotional campaign is expected to run in the city from October 15 through December 31. Grand Theft Auto 6 is set for digital release on PlayStation 5 and Xbox Series X on November 19.