The wildly popular but controversial Grand Theft Auto game franchise is becoming a political issue in Florida as officials debate whether the real Miami should embrace its fictional counterpart.
Miami Beach commissioners voted 4-3 Thursday to move forward with a proposed marketing campaign tied to Rockstar Games' upcoming “Grand Theft Auto VI,” according to IGN. The campaign is expected to bring the city at least $3 million, with Vice City-themed branding potentially appearing around Miami Beach from Oct. 15 through Dec. 31.
The vote comes as Miami-Dade County considers a separate potential partnership with Rockstar.
County officials see the game as a possible tourism and revenue opportunity, but Miami-Dade Sheriff Rosie Cordero-Stutz and Commissioner
Juan Carlos Bermudez have questioned whether the county should promote a game built around fictional crime and violence, according to Politico.
“GTA VI” is scheduled for release Nov. 19. The game takes place in the fictional state of Leonida, with its Vice City setting heavily inspired by South Florida locations including Miami Beach, Miami International Airport and the Everglades.
What Miami Beach approved
The Miami Beach vote does not mean Grand Theft Auto logos will cover the city's most recognizable landmarks.
Commissioner Laura Dominguez said the campaign would be “discreet,” with Vice City or the Roman numeral “VI” potentially appearing on beach chairs and umbrellas through the city's marketing partner, Boucher Brothers, according to IGN.
Rockstar would not be permitted to place logos on city property such as lifeguard stands or other “iconic public spaces.” The company also would not be allowed to advertise GTA 6 during Art Basel Miami Beach in December.
The campaign is expected to generate at least $3 million for the city. Commissioner Tanya K. Bhatt said the total benefits could approach $4 million and suggested that the money could help fund improvements at Flamingo Park, according to IGN.
Why some Miami Beach officials opposed it
The Miami Beach campaign has drawn criticism from officials who say promoting the game could clash with the city's efforts to reshape its image. Miami Beach has been working in recent years to move away from its reputation as a spring break destination associated with partying and disorder, Politico reported.
Commissioner David Suarez questioned whether promoting “GTA VI,” a game centered on fictional crime and violence, fits with those efforts. He pointed to the city's work to combat crime and disorder and argued that Miami Beach does not need to help advertise the game, according to IGN.
Other commissioners took a different view. Commissioner Monica Matteo-Salinas, who said she plays the franchise, argued that playing a fictional crime game does not mean someone will engage in criminal behavior. Commissioner Joseph Magazine said the game will bring global attention to Miami Beach regardless of whether the city participates in the campaign, IGN reported.
The disagreement reflects a broader debate across South Florida over how much the real communities portrayed in “GTA VI” should embrace the game's fictional version of the region. As Politico reported, Miami has changed significantly since the era that helped inspire the game's Vice City setting, even as the franchise continues to draw heavily from the area's culture and history.
Miami-Dade's proposal faces pushback
Miami-Dade County is considering a separate partnership with Rockstar after the company approached officials about collaborating on the game's release.
Ideas floated by the county include wrapping Metromover trains with Vice City branding, putting Vice City murals on public buildings and branding manhole covers, NBC 6 reported. One proposal also considered temporarily rebranding Miami International Airport as “Vice City Airport.”
County officials said they have discussed the possibilities with Rockstar but that nothing has been formally agreed to or approved. They said the game's connection to Miami-Dade could generate revenue while showcasing the county to a large audience.
Cordero-Stutz and Bermudez have called for the county to reconsider the proposal. Cordero-Stutz said the game's fictional world includes murder, robbery, drug trafficking, carjacking and violence against law enforcement.
Bermudez said Miami-Dade should promote the community it has worked to build rather than a fictional version associated with crime and violence.
The debate also drew a response from Chief Judge Ariana Fajardo, who asked that Miami-Dade courthouses and court-related facilities be excluded from any GTA-related marketing, branding or promotional activities, NBC 6 reported.
With “GTA VI” arriving in November, Miami Beach has opted to pursue a financial opportunity tied to the game while Miami-Dade continues to weigh whether the potential benefits are worth the controversy.
Reporter Anthony Thompson can be reached at ajthompson@usatodayco.com, or on X @athompsonUSAT.
This article originally appeared on USA TODAY: Miami Beach's 'Grand Theft Auto' marketing deal sparks debate
