The article that I linked to it shows that VT accounting showed that they lost $420k going to the Orange Bowl in 2010-2011. However, only counting their share of the Orange Bowl money, they got $1.6 million. So their net profit(Orange Bowl only) was $1.2 million. For the lower tier bowls, the payout is not as high, so you might lose money. However, it is no where near as high as stated.
By focusing on profit/loss from any bowl game, the other reasons for a bowl trip are diminished or ignored, and with those considered the "loss" might better be seen as an investment, oversimplifying, kind of a grocery store loss leader to get folks into the aisles, or perhaps more apt, newspaper circulation that costs money but results in higher ad rates.
Increased admission requests, and I have never seen any bowl year in which the following class was not higher in applications than the previous, and from that the increased revenue from out-of-state students, for instance (hey, college is a business, seriously, and professors are sometimes rated on how many students register for their classes, particularly the el cheapo summer courses, which are essentially all profit), TV exposure and revenue, both at the game and the following season, as in GT starting out in 2015 to fizzle with the losses; and the reward factor, not just for the players where all the focus is, but the band and cheerleaders, pom pom squads, etc., which work and rehearse so hard all season, and various staff positions that get little notice.
Unfortunately-- in my opinion -- it also extends to unseemly large numbers of administrators and hangers on who never show up at a game but get a free bowl trip and all the parties. My view is no-shows when "their" team is battling for titles should be banned from celebrating, or they can do it at home. Then of course there is recruiting, itself a subjective measurement maybe, but it doesn't take much to convince me that Tech's '14 success and the OB mashup helped immensely to eliminate any defections from the spring's recruiting class.
I am not arguing that a deficit of $400,000 for a bowl is insignificant. Just that you cannot make that the litmus test. In that event, no decision is necessary at all: lose money, stay home. Next problem.