Maybe it wasn't viable because they set it up incorrectly. Suppose when you ordered a ticket you also placed an order for car pick up and delivery, $10. And when you get your ticket it says when your appointed arrival time is, like a tee off time. Software can do that.
If only 10 people sign up, you don't need to pay 5 kids for 3 hours.
This is just speculation. I don't know how they ran it.
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