How Miami-Dade is looking to turn Grand Theft Auto VI buzz into revenue

MIAMI — Miami is looking to turn its long-running relationship with Rockstar Games’ “Grand Theft Auto” into a business opportunity.

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The gritty interpretation of the Magic City runs from Ocean Drive to the Everglades.

“Grand Theft Auto” — GTA — is coming back with its sixth game, and Miami-Dade County wants a piece of the action.

In a proposal obtained by Local 10 News, the county pitches a partnership to temporarily rebrand Miami International Airport as “Vice City Airport.” The proposal also includes Vice City manhole covers.

“They love GTA. And most people visit here because of that — Grand Theft Auto,” store manager Shruti Salwal said.

At a Miami souvenir shop, the best sellers are vintage shirts from when GTA first featured Miami in 2002.

One tourist from Italy knows the franchise well.

“Grand Theft Auto is great, but it’s a little stereotypes, I think,” she said.

In Wynwood, a mural celebrates the classic Vice City, too.

A county spokesperson said, “Given Miami-Dade’s clear influence on the game, we think there could be a unique opportunity to generate revenue for the County while showcasing Miami-Dade to a massive audience.”

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But the idea of promoting Miami through the game’s world of violence and crime gets mixed reactions.

“I feel like Miami is more turning into a very wellness-oriented city with a lot of growth, so promoting violence and guns and — I mean it could be fun as a play world sort of thing,” Miami resident Evan Metzo said.

Another resident pointed to the contrast between the game and the city itself.

“You got the Ferraris out here,” resident Carnell Williams said. “You got the Maybachs — you got the violence over there.”

For Williams, though, the game’s depiction of crime doesn’t feel completely fictional.

“It’s real life, to be honest — people do steal. Somebody stole my phone the other day,” he said.

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