NEWSLETTERS Receive the latest local updates in your inboxThe owner of a Texas mattress store has closed his store after apologizing for what he called a "tasteless" advertisement promoting a 9/11 anniversary sale.The online ad for Miracle Mattress in San Antonio featured a woman screaming as two towers of mattresses topple.Man Arrested in Threats Against ADL, 7 Other Jewish CentersIn a statement posted to the store's social media Friday, owner Mike Bonanno said the store "will be closed indefinitely." He said the company also "will be silent through the 9/11 anniversary to avoid any further distractions from a day of recognition and remembrance for the victims and their families." He repeated his Thursday apology, saying the online ad was produced without his knowledge by employees in San Antonio.San Antonio Mattress Store Promotes 'Twin Towers Sale'Bonanno says he will announce next week "accountability actions" taken with the employees responsible for the ad that drew widespread criticism on social media.
In a statement titled "An Apology to All the Victims and Families of 9/11," Miracle Mattress owner Mike Bonanno wrote Thursday, "I say this unequivocally, with sincere regret: the video is tasteless and an affront to the men and women who lost their lives on 9/11. Furthermore, it disrespects the families who lost their loved ones and continue to struggle with the pain of this tragedy every day of their lives."Banksy's Art in West Bank Hotel With World's 'Worst View'The video shows store manager Cherise Bonanno standing in front of two piles of stacked twin beds. She says, "What better way to remember 9/11 than with a Twin Towers sale?" Then, two men fall into the beds, causing them to tumble, while Bonanno mock yells in terror before uttering, "We'll never forget."Mike Bonanno said the video, which has since been removed from the company's Facebook page, was posted without his knowledge or approval and that, "Over the next several days, we will determine an appropriate response to express our regret and support for the 9/11 victims and their families."
Video Shows Wild Turkeys Circling Dead Cat Cherise Bonanno said the 20-second ad was a bad idea and they didn't realize it would cause controversy."We are not hate, we are love. We are somebody that stands out. We're Miracle Mattress, we make miracles happen. For our lives to be in danger, that's no what we ever wanted," Cherise Bonanno said. It was a stupid idea that we sent out. And we apologize for our stupidity and we really hope you can forgive us for what we've done."New Interior Secretary Zinke Reverses Lead-Ammunition BanThe company said they'll donate 30 percent of their sales this weekend to the 9/11 Foundation. Thursday, September 15, 2016 San Antonio Mattress Store That Advertised "Twin Towers Sale" Will Re-Open "As Soon As Possible" "Twin towers" of twin mattresses. The San Antonio mattress store that tried to bank off the anniversary of the September 11 terrorist attacks by offering a "Twin Towers Deal" has announced that it will re-open "as soon as possible," less than a week after the owner said the store would close "indefinitely."
Last week, Miracle Mattress advertised its remarkably tone-deaf sale (buy any size mattress on 9/11 and get a twin-mattress price) with an equally outrageous video that showed two guys tumbling into and knocking down twin towers comprised of twin mattresses, right before another employee muttered, in a mockingly solemn tone, "We will never forget." The backlash was about as swift and as loud as you'd expect. Within hours of it being made public, the ad was taken down. Later that day, store owner Mike Bonanno issued a statement in which he simultaneously apologized to anyone offended, expressed outrage at his own employees' actions, and even managed to distance himself from the crass marketing ploy that turned the worst terrorist attack on American soil into a joke in order to move some product (the video, he said, "was posted on Facebook without my knowledge or approval from our corporate office in Houston"). When the outrage didn't subside, Bonanno issued yet another statement heading into the weekend saying the store would "close indefinitely" out of respect for the victims of the tragedy and their families.
This afternoon, Bonanno issued yet another statement saying the store will "re-open our doors as soon as possible, following the hiring of new staff and training." Bonanno also said the incident was a learning experience for him and the company. Among the things he learned, according to a release he sent reporters Thursday: 1. Our country suffered greatly on 9/11. That day continues to be full of emotion and remembrance. It is not to be used in any manner that disrespects the sacrifices of those who lost their lives and the families who have carried forward. 2. Our actions and words impact more than our customers and we must remember to do our best every day. A horrible social media ad was created. It hurt people across the country. We own it and take full responsibility. 3. Everything we put out to the public is a reflection of our company. Moving forward, checks and balances will be in place to ensure professionalism in our advertising and community outreach. Bonanno says that, "When we open, we will do so with a renewed focus on community support and humility."
He also said the company has plans to make a donation (he didn't say how much) to Tuesday’s Children, a New York-based nonprofit that formed in the aftermath of 9/11 that "supports youth, families, and communities impacted by terrorism and traumatic loss." Bonanno says the store will also donate to some yet-to-be-determined nonprofit in San Antonio. In his statement, Bonanno apologized not only to the families of 9/11 but also to the city of San Antonio "for putting our community at the forefront of a national disgrace." « Shipt Delivers H-E-B Groceries with… | The Best Waterpark in the World is… More The Daily » UTSA's Romo Resigns, Says "The Way I Embraced Women Made Them Uncomfortable and Was Inappropriate" San Antonio Is Already Losing Business Because of Texas Anti-Trans Bill SXSW Contract Threatens to Call Immigration on International Acts Who Play Unofficial Showcases Bexar County Commissioners Vote To Remove Confederate Symbols