GTA 6 Takes Over Miami Beach: Vice City's Y Hotel, a Giant Pink Vice Beach Sign and a Pink Muscle Beach

Rockstar's real-world Vice City campaign is heading to the sand. New City of Miami Beach documents, reported by GTAVice.net on October 22, 2026, describe a $650,000 deal to turn the W South Beach hotel into GTA 6's Y Hotel, plus a giant pink Vice Beach sign and a hot-pink makeover for Muscle Beach. It all lands weeks before Grand Theft Auto VI arrives on November 19 on PS5 and Xbox Series X|S.

Rockstar hasn't announced any of this itself. Everything below comes from public records as reported by fan site GTAVice.net and picked up by Beebom.

The W becomes the Y Hotel

According to the documents reported by GTAVice, Rockstar's marketing agency, Amplify Marketing Inc., signed a $650,000 agreement with the owner of the hotel at 2201 Collins Avenue. The plan:

• A large banner on the facade. An earlier GTAVice report says the mockup shows a martini glass, hibiscus flowers and the tagline "Y even ask?"
• An oversized, stylized "Y" sculpture replacing the hotel's "W" emblem on its spa terrace.
• A beachfront activation with branded ice buckets, napkins, coasters, koozies and cups, supplied through food-and-beverage provider Think Hospitality alongside beach operator Boucher Brothers.

The contract splits the money into $300,000 for facade signage, $150,000 for the Y logo and $200,000 for the beach activation. GTAVice notes those are contractual values, not build costs. The promo period runs from October 15 to December 31, 2026, and materials reportedly had to stay boxed in a locked room until October 15.

A giant pink Vice Beach sign

The same filings say work on a pink Vice Beach sign at Lummus Park, 1130 Ocean Drive, starts Monday, October 26. Installation should wrap by October 31, with the sign going live on November 1. It's roughly 34 feet wide and 7 feet tall, and with its steel base it weighs an estimated 5,400 to 5,800 lbs. Removal is scheduled for January 1-15, 2027.

Muscle Beach goes pink

The outdoor gym at 873 Ocean Drive is getting the Vice City treatment too. Per GTAVice, crews will paint the calisthenics equipment bright pink and add Vice Beach decals to nearby containers. They'll work overnight, 6 PM to 3 AM, from October 26 to 31, and the gym is due to open in its new look on November 1.

Not everything is locked in

The city's own agreement with Rockstar, covered by GTAVice on October 21, approves the beach assets only "subject to" permits. It also says it doesn't "predetermine or guarantee" approval. As of October 15, no permits had been issued, and Rockstar can drop items whose permits don't arrive by November 1. Fans have also speculated about a live-action shoot in Miami, Beebom notes. That's unconfirmed.

This builds on Rockstar's Burger Shot and Cluckin' Bell stands at the Kaseya Center and GTA 6's first TV ad during the NBA.

What's next

• October 26-31: Vice Beach sign install and Muscle Beach painting.
• November 1: Vice Beach sign and pink Muscle Beach go live.
• November 19: GTA VI launches on PS5 and Xbox Series X|S.
• December 31: Y Hotel promo period ends.