A 'Welcome Back to Vice City' Sign Is Going Up on Miami's Kaseya Center

Two months out from GTA 6's November 19 launch, Rockstar's real-world marketing blitz in Miami is beginning to materialize in a literal sense. Workers have been spotted preparing and installing a large 'Welcome Back to Vice City' sign on the roof of the Kaseya Center, the downtown arena that serves as home to the NBA's Miami Heat. Aerial and street-level photos shared on social media show lettering materials already staged on the roof.

Unlike several other GTA 6 advertising efforts in the city — including proposed beach-chair branding and downtown banner ordinances that required public votes and city approval — the Kaseya Center sign was arranged as a private commercial deal between Basketball Properties (the Miami Heat affiliate that manages the arena), Rockstar Games, and Miami-Dade County. Only a county permit was required, bypassing the contested commission votes that have drawn attention in recent weeks.

The sign is notable not just for its scale but for its timing: it is the first of four Miami-area GTA 6 marketing initiatives to become a physical reality, giving residents and visitors a tangible preview of the Vice City branding that will dominate the city's skyline around launch. The Kaseya Center sits in the heart of downtown Miami, making the rooftop installation visible from the bay and from aircraft approaching Miami International Airport.