A golf course in the US has been forced to apologise after it created a grossly insensitive 9/11 discount promotion.
The Tumbledown Trails swiftly went from proudly unveiling its new promotion - with an ad even placed in a local paper - to threatening to close altogether on September 11 after a predictably vicious backlash.
Close to 3,000 people died on 9/11, so it was not remotely surprising that the following promotion sparked outrage and upset many.
“Nine holes for just $9.11! 18 for $19.11, which barely makes sense, but it's got 9/11 in it! We'll even throw in a cart!” the promotion read.
First the course apologised while pledging to “honour” those who had already booked under the advertised prices of $9.11 and $19.11 and discontinued any future "commemorative" sales.
Next, as a show of good faith, they then decided to donate the difference between the coupon rate and their normal rates to a 9/11 charity for any subsequent reservations.
Finally, the Tumbledown Trails threatened to close altogether on Wednesday for fears of staff members being abused and demonstrations taking place at the facilities.
"We would first like to apologize to everyone that we have upset or feels we have disrespected in anyway. By no means did we mean to do this," read the Facebook post.
"Here is what we will do this Wednesday 9-11; we will still let all that have tee times booked play for the previous rates we posted.
"Then for all other golf that day we would like to donate the $ difference between our normal rate and the previous price for the day to the 9/11 Memorial.
"We hope that everyone will now see this as a positive as we really meant it to be. Again we do sincerely apologise for offending anyone & hope that you do accept our sincere apology.
"We are a family owned business & proudly support all local charities and have always gave 20% off everyday to all Police, Fire, Emergency, Military, etc. Please accept our apology.
"Please stay tuned to see if we will be open on Weds 9/11. We are now worried about what people will do/say to our staff & do not want anything to happen or get out of control.
Sorry for the inconvenience this may have caused anyone."