The same thing happened the last time they went a season without making the playoffs. Everybody assumes Wrigley sells out regardless, however, after 2004, interest declined. Numbers are skewed since they sell so many tickets in February, but when it's June and the team isn't good people don't actually show up to the games, leaving millions of dollars of revenue on the table. The economy just makes it that much worse. I recently heard somewhere that the secondary market for Cubs tickets has practically dried up. Which just goes to show that more than a fair share of tickets sold in February go directly to brokers and not direct fans. As much as I want the Cubs to succeed and sell out every game, I also want brokers to go bankrupt and disappear.