Despite finishing with a Stanley Cup win, capacity attendance and records in terms of sponsorship and merchandise revenues, the Blackhawks were unable to turn a profit for the 09-10 season. Season ticket prices will increase by an average of 20 percent this fall, which is projected to rocket them from the second-cheapest in the National Hockey League three seasons ago to among the 10 most expensive, according to the team. Owner Rocky Wirtz first revealed that the team was not profitable in private. "It's going to take four (or) five years before we can actually get back in the black," Wirtz said at an April 19 forum at the Economic Club of Chicago, according to a transcript. "And right now we're still supporting the Blackhawks with our other Wirtz organizations."