This was supposed to be the year the St. Louis Blues finally hoisted the Stanley Cup.

The Blues won a franchise-record 52 games this season, went all in at the trade deadline by acquiring Ryan Miller and Steve Ott, and even took a 2-0 series lead against the Chicago Blackhawks in Round 1 of the Stanley Cup playoffs. But in an all-too-familiar fashion, the Blues dropped four in a row to the defending champs, and their season came to a surprising and sudden end.

The Blues “fell short of expectations,” according to team owner Tom Stillman, and for that, he took out a full-page ad to apologize to the fans.

Check it out in the photo below.

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Photo via Twitter/@ktdare