4C: Creative, Cultural, Commercial Campus
Montreal, Quebec
CONTACT INFO:
Ashkan Karbasfrooshan
ash at watchmojo dot com
Overview
The 4C (Creative, Cultural, Commercial Campus) initiative is a proposed multi-billion-dollar, privately-led development centered around the return of Major League Baseball to Montreal and the creation of a world-class, integrated destination.
The project is designed to combine:
- A Major League Baseball stadium
- A global media and production hub
- An entrepreneurship and education platform (ASE, the Academy & Study of Entrepreneurship)
- A mixed-use commercial and experiential district
4C aims to position Montreal as a premier North American destination for sports, culture, and global tourism.
Purpose of this RFEI
Given the complexity of this process, we are executing a sequenced, multi-pronged initiative with parallel workstreams.
Following our successful RFP to academic institutions—an announcement forthcoming—to partner with the ASE (Academy & Study of Entrepreneurship), we are now advancing to the next and larger phase: 4C itself.
This Request for Expressions of Interest (RFEI) is being issued to identify and engage potential partners across the hospitality, retail, food & beverage, entertainment, and broader commercial sectors. We have shortlisted land options and are currently in active discussions. Upon execution of MNDAs, we will share the likely final site for the development.
In parallel, we are initiating discussions with prospective partners who will help bring 4C to life.
The objective is to:
- Assess market interest
- Identify anchor and strategic partners
- Begin structuring long-term commercial relationships
- Demonstrate ecosystem readiness to investors and stakeholders
Opportunity Overview
The 4C campus is envisioned as a year-round destination, not a single-use venue.
Key components include:
1. Hospitality (Hotels & Accommodations)
We are seeking expressions of interest from global and regional hospitality groups to:
- Develop and/or operate flagship hotels adjacent to the stadium
- Create branded experiences tied to major events and tourism
- Integrate loyalty ecosystems
Target partners include: Marriott, Hilton, Accor, boutique luxury operators
2. “Tour du Monde” – Global Food & Cultural District
A signature feature of 4C will be a Disney World–style global culinary and cultural experience, both inside and outside the stadium.
This will include:
- Curated food experiences representing major global cities
- Rotating international culinary showcases
- Integration with Montreal’s multicultural identity
- Year-round activation (not limited to game days)
We are seeking:
- International restaurant groups
- Celebrity chefs
- Local flagship concepts with global appeal
3. Anchor Retail & Experiential Tenants
4C will include a curated mix of retail and experiential anchors designed to drive foot traffic and destination value.
We are seeking partners for:
- Flagship retail locations
- Experiential concepts (sports, media, interactive)
- Entertainment-driven retail (hybrid commerce + experience)
4. Sponsorship & Naming Rights Partners
Multiple naming rights opportunities are being developed across the platform:
- Stadium naming rights
- 4C campus naming rights
- ASE (education platform) naming rights
- District-level sponsorships (e.g., Tour du Monde)
This represents a multi-layered sponsorship ecosystem, unlike traditional single-asset deals.
5. Pouring Rights & Beverage Partnerships
We are seeking a global beverage partner to secure exclusive pouring rights across the 4C campus, including the stadium, hospitality venues, and public spaces.
This partnership would include:
- Exclusive rights for alcoholic and non-alcoholic beverages
- Integration across all venues (stadium, Tour du Monde, events, retail)
- Co-branded activations and fan experiences
- Year-round visibility beyond game days
This represents a high-frequency, high-margin category with significant brand exposure tied to both live sports and cultural programming.
Target partners include: Coca-Cola, PepsiCo, AB InBev, Molson Coors, Diageo, Sapporo, Asahi
6. Payments & Commerce Partner
We are seeking a lead payments and commerce partner to design, implement, and power the transactional ecosystem across the 4C campus.
This includes:
- Seamless, cashless payment infrastructure across all venues (stadium, Tour du Monde, retail, hospitality)
- Integrated point-of-sale (POS) systems for vendors, restaurants, and partners
- Mobile payment and digital wallet integration (in-app, ticketing, concessions, merchandise)
- Data-driven commerce analytics (spend behavior, optimization, monetization)
- Vendor enablement and financial settlement systems across the campus
The goal is to create a frictionless, fully integrated commerce environment, maximizing fan convenience while unlocking real-time data and revenue optimization opportunities.
This partnership also includes co-branding opportunities and the ability to showcase next-generation payment technologies at scale.
Target partners include: Visa, Mastercard, American Express, Lightspeed, Nuvei, Stripe
7. Technology & Innovation Partner
We are seeking a lead technology partner to design, implement, and power the digital infrastructure of the 4C ecosystem.
This includes:
- Stadium connectivity (5G, Wi-Fi, smart venue systems)
- Data and analytics platforms (fan engagement, operations, monetization)
- Integrated mobile and ticketing experiences
- Smart campus infrastructure across 4C
The goal is to position 4C as a next-generation, digitally native destination, setting a new standard for fan experience and operational efficiency.
This partnership also includes co-branding opportunities and the ability to showcase innovation at scale.
Target partners include: Microsoft, Amazon (AWS), Google, Bell, Rogers, Ericsson
8. Media, Content & Cultural Programming
Through its integration with an existing global media platform, 4C will provide:
- Content production opportunities
- Brand storytelling at scale
- International distribution reach
We are seeking:
- Media partners
- Content studios
- Cultural institutions
Strategic Rationale
Montreal already attracts $2.5B–$3.5B annually in foreign investment.
However, the majority of this capital is directed toward:
- industrial development
- technology
- corporate expansion
4C introduces a new category of investment:
A globally visible, multi-sector platform combining:
- sports
- culture
- media
- real estate
Why Participate
Participants will have the opportunity to:
- Anchor one of the most visible developments in Canada
- Align with a global sports franchise (MLB)
- Access a year-round, high-traffic destination
- Engage with international tourism flows
- Participate in a long-term, scalable ecosystem
Process
Interested parties are invited to submit an Expression of Interest including:
- Company overview
- Relevant experience
- Proposed role within the 4C ecosystem
- Preliminary vision for participation
Shortlisted parties will be invited to:
- Participate in structured discussions
- Explore commercial frameworks
- Engage in phased development planning
Timing
The RFEI process is being launched in parallel with:
- investor engagement
- site planning discussions
- stakeholder consultations
Early engagement is encouraged.
Closing Thought
4C is not a standalone development.
It is a platform designed to reshape how Montreal is experienced—by residents, visitors, and global investors alike.
CONTACT INFO:
Ashkan Karbasfrooshan
ash at watchmojo dot com