A giant “Y” where the “W” used to be on the spa terrace: that is what Rockstar plans for a South Beach hotel at 2201 Collins Avenue. The Y Hotel Miami is part of a $650,000 agreement Rockstar signed, through the agency Amplify Marketing, with the owner of the property. The real hotel is the W South Beach, and the Y Hotel is its counterpart in Vice City, the fictional city of GTA 6. Beebom reported the details on October 23, 2026, based on City of Miami Beach documents published the day before by the site GTAVice.
The Y Hotel Miami: what the documents confirm, what is still rumor
Beebom (by Sagnik Adhikary) lays out the contract breakdown: $300,000 for the facade signage, $150,000 to install the Y logo and $200,000 for a beachfront activation. The hotel will also carry a large Y Hotel banner alongside the sculpture. We could not read GTAVice directly (access denied), so every figure on the Y Hotel Miami comes through Beebom.
| Item | Status | Source |
|---|---|---|
| $650,000 contract to turn the W South Beach into the Y Hotel | Confirmed by City documents (via Beebom) | Beebom, Oct. 23 |
| Campaign from October 15 to December 31, 2026 | Confirmed by the same documents | Beebom, Oct. 23 |
| Pink “Vice Beach” sign at Lummus Park, unveiled November 1 | Planned, subject to permits | Beebom, Oct. 23; Gameranx, Oct. 21 |
| Pink equipment at Muscle Beach | Planned, subject to permits | Beebom, Oct. 23 |
| Burger Shot and Cluckin’ Bell stands at the Kaseya Center | Rumor, unconfirmed | Mentioned in passing by Beebom |
A permit still pending on October 15
The contract is signed; the beach still needs approval. Gameranx (Ryan Parreno, October 21) writes that the document behind the story shows no permit was approved as of October 15, and that without approval before November 1 the plans “might just be cancelled”. Its subhead sums it up: “It all still depends on Miami-Dade’s county politics.”
Gameranx’s article also gives other amounts: $300,000 paid to the city, $4 million to Boucher Brothers, the company that runs the beach, and a custom vehicle worth $640,000. These figures appear only at Gameranx. They do not match Beebom’s, which mentions only the hotel’s $650,000.
The vote deserves a second look. On September 10, Beebom (Rishabh Sabarwal, September 11) reports that the Miami Beach city commission approved the deal 4 to 3, in a narrower version than the original request. The terms “VI” and “Vice City” are allowed on privately operated beach equipment, such as chairs and umbrellas. Advertising on city-owned sites is excluded. Commissioner David Suarez said: “I certainly don’t want to see our brand associated with this video game.” His colleague Monica Matteo-Salinas, on the other hand, sees “a win for gamers.”
Our reading: the hotel is private, so the Y Hotel Miami project escapes the restriction on municipal sites. Lummus Park, though, is listed in the city’s parks directory. Whether the pink sign goes up there depends on the permits Gameranx mentions. None of the sources we read settles it.
The campaign calendar
- October 15: the Y Hotel campaign starts (through December 31).
- October 26: work begins at Lummus Park, at 1130 Ocean Drive, and at Muscle Beach.
- November 1: the “Vice Beach” sign is unveiled, and the permit deadline according to Gameranx.
- November 12: preload (downloading the game in advance) opens for digital pre-orders, according to Rockstar as quoted by HotHardware (Paul Lilly, July 12).
- November 19: GTA 6 launches.
- December 31: the Y Hotel Miami ends, six weeks after launch.
HotHardware adds that the boxed version contains no disc, only a download code. Reports have differed on this point, so check your retailer’s page before buying.
What you will see if you pass through Miami
If your trip falls between October 15 and the end of December, the safest part of the Y Hotel Miami is the W South Beach facade: a banner and a Y sculpture above the spa terrace. On the beach, expect blue and pink umbrellas and loungers, plus branded items (ice buckets, coasters, bottle openers, cups) supplied by Think Hospitality, the hotel’s food-and-beverage provider, in coordination with Boucher Brothers. The pink Lummus Park sign and the pink-painted Muscle Beach equipment remain subject to permits.
As for Burger Shot and Cluckin’ Bell stands (the series’ fictional fast-food chains) at the Kaseya Center, Miami’s basketball arena, Beebom mentions them in passing with no supporting document, and no other readable source confirms them. We treat them as a rumor.
Pre-orders: an estimate, not a Rockstar figure
Another number from this week: according to Sensor Tower (a firm that estimates digital sales), relayed by WN Hub on October 20, about 6.08 million copies of GTA 6 were pre-ordered as of October 13, close to $594 million, split 74% PlayStation and 26% Xbox. The article reports a 148% lead over Call of Duty: Modern Warfare 2 (2022) at a comparable stage before launch, and compares only to that game. The scope covers digital pre-orders in the United States, excluding physical editions. Rockstar has not confirmed these totals. For context, our article on the latest GTA 6 trailer covers the studio’s messaging.
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