How Miami could get a "Grand Theft Auto"-themed transformation
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Miami-Dade Metrobus stations could get a "Grand Theft Auto" makeover under proposed marketing campaign with video game maker. Rendering: Courtesy of Miami-Dade County
Miami-Dade County and the creators of the "Grand Theft Auto" video game franchise are discussing a partnership that could reimagine everything from Miami International Airport to Metromover stations.
Why it matters: Any marketing partnership would not only pay the county much-needed revenue, it could also convert video game hype into real-life engagement and tourism.
The big picture: "GTA VI," the most anticipated video game in years, is set in a fictionalized version of Miami called Vice City.
- It encourages players to steal and shoot their way through the city and Florida — or Leonida, as it's called in the game.
Driving the news: Rockstar Games reached out to Miami-Dade about a possible marketing campaign and the county proposed several concepts, says Carlos Suarez, a spokesperson for Mayor Daniella Levine Cava.
- They range from souvenir transit passes to GTA-inspired manhole covers and large-scale events and installations at PortMiami and Tropical Park.
- The proposed marketing plan was first reported by The Miamian,
- "Given Miami-Dade's clear influence on the game, we think there is a unique opportunity to reach a massive audience, showcase our community and generate revenue for the County," Suarez said in a statement.
What's inside: In a slide deck the county presented to Rockstar, ideas include a "GTA"-themed display aircraft and redesigned passenger areas at MIA that would create an "arrival experience that immediately establishes Miami as the real-world inspiration for Vice City."
- Another idea is to create an art installation or mural at PortMiami and launch a temporary water taxi from behind the Kaseya Center for fans to see it.
- Around pedestrian areas of downtown and Brickell, there could be artist-designed manhole covers and utility box wraps that incorporate Vice City themes.
Yes, but: Nothing has been formally agreed to or approved, Suarez says.
The intrigue: The county also suggested that Rockstar could fund permanent installations around the county, including covered bus shelters, shaded seating or water bottle refill stations at Rickenbacker Beach, and public art.
What's next: The game comes out Nov. 19.
- Rockstar released an extended trailer this week.