A host joining the Padres’ flagship radio station this week generated outrage on social media Monday evening with a promotional tweet viewed by many as insensitive to suicide.

Kevin Klein, set to begin a new show Thursday on 97.3 FM, sent out a tweet with a photo of the Coronado bridge and the text “JUMP* … *to a new morning show.”

The response on Twitter was swift, with some users asking Klein to delete the tweet (he refused), while others criticized him for its inappropriateness. Klein was flippant in some of his initial responses to those critical on social media, although by midmorning Tuesday the tweet was deleted. By midday, Klein issued an apology.

“I’d like to sincerely apologize to San Diego and listeners of 97.3 for a distasteful and insensitive social media post,” Klein posted to his Twitter and Facebook accounts. “I know I’ve upset many people in America’s Finest City, and this is something I regret. The comment was reprehensible and inexcusable. I’ve failed at making a good first impression, but I hope that you will give me another chance to provide entertainment and good natured laughs when I go on the air on Thursday morning. Once again, I apologize to all the listeners and the city of San Diego.”


The apology came long after many on social media called for the Padres to address the matter, some suggesting the organization find a new radio station. The team opens the season Thursday against the Milwaukee Brewers at Petco Park.

Tuesday morning, the Padres issued a statement from Executive Chairman Ron Fowler and General Partner Peter Seidler:

“We find the comments made last night by Entercom’s employee offensive, insensitive and completely unacceptable. Mental illness and suicide are not joking matters. Additionally, we’ve expressed our concerns to Entercom around the tone and direction of the station they have chosen to create.

“It’s important for our fans to know that our agreement with Entercom to move to 97.3 was an opportunity to expand our pre and postgame coverage and it was done well before we knew the format, the tone or the talent lineup.


“We believe Entercom owes San Diego an apology. And, even though we do not have ultimate control over Entercom’s programming beyond our game broadcasts, we apologize for the behavior of the station.”

The station’s hosts are not involved with Padres games or pregame/postgame programming, although club employees could be guests on their shows.

Here’s a sampling of some of the tweets late Monday:


If the @Padres statement isn't unequivocal in repudiating this garbage, this longtime season ticket holder will never step into Petco Park again. https://t.co/8Us9OP3huh — Higher Ed News (@ogul) March 27, 2018

As a Veteran suffering from PTSD, this insulting and filled with extremely bad taste. — Leo (@D4powercorp) March 27, 2018

my best friend committed suicide off this exact bridge, in May 2012... coronado is my hometown.... this isn't funny. i can promise you that Coronado as a whole, would be insulted by this. Learn better jokes, this is pathetic. https://t.co/HoQheO2A90 — Monica (@monicamo_) March 27, 2018

Six hours after the original tweet, two other tweets were sent out with the same text but different photos — one of a local beach scene and the other an overhead coastal shot of the Torrey Pines Golf Course.


At least one Twitter user suggested it was an attempt to deflect attention from the original tweet by making it appear this was intended to be a series of promos with various San Diego locales. The context was much different with the other photos, however.

This is honestly insulting. Just own what you did, say you were wrong, and commit to being smarter in the future. — Matt (@BartsNewGlasses) March 27, 2018

There were other Twitter users who commended Klein for stirring things up in San Diego even before he has gone on the air.

Oh god, you haven’t even hit the on air switch once yet and you’ve already blown past “who do I talk to about you calling me dumb” offended, all the way to “I’m boycotting your station” offended?.. This thing is off the rails! — Johnny Bearvo (@JohnnyBravo142) March 27, 2018


I am so entertained by @KevinKleinLIVE on twitter tonight. Most of my family lives in SD and OB, and they love your show and @Padres. Looks like a few haters are trying to ruin the party, but soon they will be trying to join the party. #fact — AlBorning (@AlBorning) March 27, 2018

If by “haters” you’re referring to people who have family members that have hurled themselves of the Coronado bridge, then sure. — Jake Peavy’s Pet Peave (@22ozcurls) March 27, 2018

At one point in the evening, Klein tweeted: “This is gonna be fun...”

Responded @FriarGal:


It’s not fun. There’s nothing clever, smart, new, or interesting about being a classless idiot. You’ve come to a town where the population is far more clever, smart, interesting, and humorous than you. You can’t hang with us. You’re nothing. #Mute#SanDiegansAgainstTheMachine https://t.co/rnkaX5ZQBF — Faithful FriarGal (@FriarGal) March 27, 2018

Signing off with a virtual hug to everyone else who has lost a loved one to suicide. We know the truth. We know that pain, torture, and grief are not a joke. The lives we’ve lost are no joke. Love to all the #FriarFaithful. @Padres, your fans love you but we won’t stand for this. — Faithful FriarGal (@FriarGal) March 27, 2018

Klein’s tweet came the same day as a front page story in the Union-Tribune about the unveiling of Coronado bridge suicide prevention prototypes. According to the article, the Coronado bridge now is the second-deadliest bridge in the United States for suicides.

More than 400 people have jumped to their deaths over the bridge’s 50-year history. There have been 98 deaths in the past six years, with 18 of them coming in 2017.


In a link to Klein’s tweet, Derek Togerson, a sportscaster for NBC7 San Diego, tweeted:

It is absolutely disgusting to use this as a publicity stunt. If anyone ever needs it, the National Suicide Prevention Lifeline number is: 800-273-8255. https://t.co/iQMWZd1gGM — Derek Togerson (@DerekNBCSD) March 27, 2018

The station, known as The Machine, already attracted some controversy by hiring former Mighty 1090 host Dan Sileo, who came to San Diego four years ago with a history of controversial statements and faced allegations of racism, sexism and anti-Semitism in prior workplaces.

Between 2012 and 2013, he was fired by three Florida radio stations, once for remarks he made on air and twice for things he tweeted. He landed with The Mighty 1090, the Padres’ former flagship station, in early 2014.


“I’ve stepped on my(self) so many times in this business,” Sileo told the Union-Tribune in an interview that year. “But I also think that’s what makes me somebody that people want to tune in to. That wonder of, what will he say next? Will he get fired for something today?”

Earlier this year the Padres said Sileo would not be involved with their broadcasts.


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UPDATES:

2:20 p.m.: This story was updated to reflect the tweet has been deleted and an apology issued.


10:18 a.m.: This story was updated with a statement from the Padres.

6 a.m.: The story was originally published.