Miami-Dade County Sheriff Rosie Cordero-Stutz has blasted a municipal proposal to temporarily rebrand Miami into Vice City, the fictional setting of Rockstar Games’ upcoming video game Grand Theft Auto 6.
The Vice City Marketing Pitch to Rockstar Games
The proposal, dubbed GTA VI × MDC, was pitched by the municipality to game developer Rockstar Games in June, according to public records. The plan aims to capitalize on the fact that Miami serves as the real-world inspiration for the fictional Vice City depicted in the highly anticipated video game franchise.
Proposals included in the pitch involve changing the name of Miami International Airport to Vice City International and the Port of Miami to Port Gellhorn, which serve as the virtual equivalents in the game. The city also proposed installing Vice City-labeled sewer and stormwater manholes, alongside a Vice City Motor Fest event that would combine classic cars, customized vehicles, lowriders, motorcycles, tropical graphics, and local entertainment within a family-appropriate setting.
Law Enforcement and Political Backlash
Sheriff Cordero-Stutz, a self-described tough-on-crime Republican, slammed Miami-Dade Democratic Mayor Daniella Levine Cava over the potential marketing tie-in. She argued that the game franchise is built around criminal activity and questioned the message sent when a government promotes a fictional identity centered on those acts.
Sheriff Cordero-Stutz pointed out that the virtual environment of the title features unlawful acts such as robbery, drug trafficking, murder, vehicle theft, and assaults on police officers—behaviors that the personnel of the Miami-Dade Sheriff’s Office strive to stop on a daily basis. Police Commissioner Juan Carlos Bermudez, a Republican weighing a 2028 mayoral challenge against Levine Cava, also attacked the plan, stating he cannot believe the city is considering temporarily rebranding important county assets to resemble a community defined by crime and violence.
Did you know? Grand Theft Auto 6 takes place in a fictionalized version of southern Florida, with early trailers featuring protagonists Jason and Lucia fleeing from police after robbing a store.
Status of the Proposal and Revenue Potential
The marketing plan has not been formally approved or agreed to, according to Carlos Suarez, a spokesperson for the mayor’s office. Suarez told PCGamer that any idea would have to go through the appropriate review and approval process, though discussions remain ongoing.
Defending the exploration of the concept, Suarez noted that given Miami-Dade’s clear influence on the game, officials believe there could be a unique opportunity to generate revenue for the county while showcasing the area to a massive audience. Meanwhile, fans of the video game series have pushed back online against the sheriff and commissioner, labeling them the fun police and arguing that shooting down the deal could cause the city to miss out on potential revenue.
Frequently Asked Questions
Has the Miami Vice City rebrand been approved?
No. According to Carlos Suarez, a spokesperson for the mayor’s office, nothing has been formally agreed to or approved, though discussions remain ongoing.
Who proposed the GTA VI marketing tie-in?
The municipality pitched the marketing collaboration, dubbed GTA VI × MDC, to game developer Rockstar Games in June.
What specific name changes were suggested in the pitch?
Proposals included renaming Miami International Airport to Vice City International and the Port of Miami to Port Gellhorn.
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