Build a bear’s “pay your age day”: did build a bear handle this well?

So, build a bear had their first ever (I think?) “pay your age” day. Which basically meant you could bring your screaming heathen into the store and pay $3 if your child was 3 years old.

Here is the original flyer:

Well, after not even opening yet, Build a bear’s across the United States and Canada had reached maximum occupancy and were continuing to go over, and they issued a Facebook post saying this:

*Go take a look on their Facebook page and read the comments for entertainment*

Ok but anyways, this is the announcement they put out after they had unsafe crowds at nearly every location.

Do you think build a bear handled this effectively?

What should they have done to prevent this, if anything?

Should they compensate for customers who weren’t able to attend?

(These are all questions I made out of complaints I read on their FB page)