Interview in the Sun Sentinel with Cliff Viner this quote is depressing. Probably whats necessary but depressing all the same.
Q. You mean your prices are too low to cover what you need financially?
A. Our ticket prices are among the absolute lowest in the league. We're giving tremendous value to the season ticket holder, to the single game buyer … but we really should command a lot more value for what we're giving. We're just not able to … A little success and we can … And yet our projections assume no playoffs for the next three years. We're taking the most conservative [position], because you can't. You can't say 'I'm going to do this and I'm going to do that, and I'm going to be successful.' What we've done is taken what we call our baseline budget scenario. And with our baseline budget, we want to get towards break even. We have a little success we'll go to break even and through.