For One Night on November 6, Downtown's E11even Becomes the Nine1Nine — GTA VI's Fictional Club, 13 Days Before the Game
The club whose name became a running joke with the first GTA VI trailer is leaning all the way in: a 'Nine1Nine Vice City Grand Opening' with Flo Rida on the bill. GTA BOOM reports it is not an official Rockstar event — which, in Miami this month, barely slows the party down.
Downtown Miami's E11even is promoting a 'Nine1Nine Vice City Grand Opening' for Thursday, November 6 — one night under the name of the fictional club advertised in the first Grand Theft Auto VI trailer. The joke has a history. The trailer, released December 4, 2023, showed an airplane banner reading 'Nine1Nine: Why Sixty Nine When You Can Nine 1 Nine,' and the real club at 29 NE 11th Street answered by flying a banner of its own: 'When Nine 1 Nine = E11even.' Its director of marketing, Eddie Franco, said at the time that he did not know for sure whether the game's Nine 1 Nine was meant to stand in for E11even. Three years later, the club is done wondering and has put the name on its own door for a night.
The club's website lists Flo Rida at E11even on November 6 and is selling tickets and table reservations for the night. Two limits belong in the same breath as the promotion: E11even's website does not say whether Rockstar Games is involved, and gaming site GTA BOOM, which reported the name change, reported that it is not an official Rockstar Games event. What is official is the calendar — Rockstar lists Grand Theft Auto VI for release on November 19, which puts the club night 13 days before the game arrives.
The party is the private end of a citywide moment this desk has been covering from the public side. Miami-Dade County's $3.9 million marketing agreement with Rockstar — the 'Welcome to Vice City' display on the county-owned Kaseya Center, themed displays at Miami International Airport, promotional lighting at PortMiami — got its first full public accounting on Monday (SQ-20261102-057). The county's package needed commissioners' questions answered. A nightclub's package needs only a door, a DJ booth and a name the whole internet already recognizes. On November 6, for one night, it has all three.
