Rockstar's $650K deal turns Miami's W South Beach into GTA 6's Y Hotel

Rockstar has signed a $650,000 agreement with the owner of Miami's W South Beach Hotel to rebrand it as Vice City's Y Hotel. The campaign runs from October 15 to December 31, 2026, with work at Lummus Park and Muscle Beach starting October 26.

• A banner and stylised "Y" sculpture will replace the hotel's W emblem
• The beachfront activation accounts for $200,000 of the $650,000 deal
• A pink Vice Beach sign goes up at Lummus Park, unveiled November 1
• Muscle Beach equipment will be painted pink and branded Vice City