Daniel McDonnell: Prices fixed by football chiefs proved to be wildly optimistic
IT wasn't supposed to be like this. When the FAI effectively staked its financial future on the sale of premium-level seats for the new Aviva Stadium, it imagined the sales graph taking a shape similar to that of a hockey stick.
That message was repeatedly drummed home to all the stakeholders in the 'Vantage Club' project.
In the ideal world, sales of the expensively priced seats would be high at the start. Then, after a glamorous launch, they would drop off slightly as time elapsed, until a dramatic surge at the end when the grand opening came along and the clamour for tickets intensified.