What is likely is that based on an initial budget projection the Brewers are going well over what they could "safely" spend. I doubt they built their budget on assuming nearly 3 million in attendance. My guess would be that they probably projected a pretty comparable attendance figure to last year, assuming that an upside risk would give them some other options. They certainly couldn't budget revenue from a possible playoff birth. Even using that 7 million figure if the Brewers only play one playoff series that's still an extra 2 million in revenue, plus at least a comparable amount from increased regular season attendance. All of that though is a footnote to the real benefits. The data has consistently shown that a first time playoff birth has only a modest affect on that season, but gives a huge boost to the next years attendance figures (exempting the Marlins who twice completely trashed that fan interest with firesales). Now given how much the Brewers numbers have gone up already they might not see as big a spike as other teams have, but they do have a marketing opportunity with Brett's retirement to capture a bigger share of the state's attention, which can certainly increase merchandising. I think the real deep, hidden benefit though is building that interest for 2012 when the Brewers can finally renegotiate the worst TV deal in MLB.