my guess is they thought ESPN+DG=$$ and that every gary, jack, and joe would've paid up for the opportunity to be on "ESPN". Expecting an epic story of failure that will be talked about for years..
Remember way back in 2015, when it was Open-only ($300) and they reserved a 45-day period for invited players to claim their spots?
You're probably right that they expected the letters "ESPN" to create a sensation, and a stampede.
I agree with AndyJB that it may not be an epic failure. They have a very nice golf course, and (allegedly) about 70 registered with still a month to go. I'll settle for a big enough failure that we never hear another word about it---other than, of course, the mocking and ridicule sure to follow.