MIAMI — A new message is now sitting high above downtown Miami: “Welcome to Vice City.” The giant pink and white letters were installed Tuesday on top of the Kaseya Center.
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On Tuesday, a helicopter lifted the letters into place one by one. Workers were seen securing them to the arena’s roof.
Vice City is Rockstar Games’ fictional, over-the-top version of Miami, from Ocean Drive to the Everglades, in the series Grand Theft Auto.
The new signage is part of Miami-Dade County’s effort to cash in on that connection.
A proposal obtained by Local 10 last month included ideas such as temporarily rebranding parts of MIA as “Vice City Airport” and even installing special “Vice City” manhole covers.
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The game’s Miami influence is already everywhere, from vintage souvenir shirts to a Wynwood mural.
A county spokesperson previously told Local 10 that the game could create a unique marketing opportunity and potentially generate revenue.
But now, Vice City is no longer just on the screen. It is becoming a permanent part of the Miami skyline.
Some county commissioners and officials have expressed concern about the deal, saying the game glorifies violence.
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