Texas Business Owner Whose Employees Produced Offensive 9/11-Themed Ad Donates To Victims

SAN ANTONIO, TX — The director of Tuesday’s Children, a New York City-based non-profit serving 9/11 victims and their families, on Friday praised the owner of a Texas store that mocked the tragedy with a "Twin Towers" mattress sale for his apology and financial contribution.

“Tuesday’s Children was gratified to learn that Mike Bonanno, owner of Miracle Mattress, has issued a heartfelt apology and a plea for forgiveness to the 9/11 families and his San Antonio community," Terry Sears, the executive director of the 15-year-old charity, said in a prepared statement provided to Patch.

Bonanno said he now plans to reopen his store off Northwest Loop 410 in San Antonio, and he indicated in announcing his plans that he would donate to a 9/11-related charity ahead of resuming business. Bonanno donated to the charity as further evidence of his contrition for the ad, but the size of the contribution was not disclosed.

"He has taken full responsibility for the pain his company has caused. Miracle Mattress has made swift efforts to remedy its mistake and has promised to focus on charitable efforts in the community," Sears said.

The mattress firm came under fire over its social media advertisement promoting its "Twin Towers Sale," pricing its entire product stock — queen- and king-sized mattresses, too — at the same pricing points as its twin mattresses. The commercial aired days before the 15th anniversary of the tragedy, but the store abruptly cancelled it after it sparked national outrage.

The spot depicted two employees knocking over two stacks of mattresses, screaming in mock horror as they tumbled and the also-screaming pitch woman ending with "We'll never forget" with feigned solemnity.

“Even though it has been 15 years since the Tuesday, September 11th attacks on America, the pain experienced by our families and first responders has not diminished,” Sears added.

A survey of Tuesday’s Children families shows that 86 percent report that children and young adults are still experiencing the emotional after effects of the attacks, the charity's officials said. "Roughly a third of families describe their families’ emotional health as 'improving but still struggling,' 'having a hard time coping,' or 'getting worse,' " charity officials added.

Patch's phone call to the mattress store seeking comment went unanswered.

Earlier, Bonanno disclosed plans to reopen the store. In the immediate aftermath of the epic level of outrage over the commercial, he apologized profusely for the ad. He said he was unaware his employees (including his daughter, the pitch woman) had produced the spot until it aired before it was taken down.

Colleen Roche, a spokeswoman for the charity, who alerted Patch to the receipt of Bonanno's donation, said the charity literally "rose from the ashes" of the 9/11 tragedy. To this day, it is one of the few remaining 9/11 family service organizations. Among its services are mentoring and leadership initiatives; counseling; family engagement; health and wellness offerings; and career guidance.

The charity's roots are in Manhasset, Long Island, Roche said. The otherwise tranquil and bucolic hamlet was hit hard by the 9/11 tragedy — 38 families affected, scores of children left without a parent and numerous people left widowed.

"In its anguish, the town came together at countless services to mourn the victims and support their grieving families," a backgrounder on the charity Roche provided reads. Since then, Tuesday's Children has served more than 10,000 individuals impacted by 9/11 and has extended its reach globally to assist other victims of terrorist attacks, Roche said in a subsequent telephone interview with Patch.

Bonanno's contribution would help enhance the charity's programs, Sears said: "The donation we receive from Miracle Mattress will support not only these programs, but our efforts to bring our successful Long-Term Healing Model to communities across the globe affected by terrorism and traumatic loss.”

For more information on the charity, visit www.tuesdayschildren.org

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