Disabled OEF-OIF veteran told to cover tattoo by Lake Wales Skydiving?

DISABLED PURPLE HEART VETERAN, EMBARASSED AT LOCAL BUSINESS
April 3, 2013

I am a disabled combat veteran. I served in Iraq and worked in Afghanistan. I took an IED because my country asked me too, and I was injured by a suicide bomber in Afghanistan. I have a Purple Heart and an ARCOM with Valor. I fully expect to be treated differently when I am visiting another country - when I am in America I expect equality and toleration; but what I experienced today is something that I never would have thought I'd have to go through in my own country. The country I fought for!

I am a skydiver with around 300 jumps under my belt. I've done jumps from 30,000 feet, helicopters, hot air balloons, wingsuit skydives and so forth. So with that being said I travel around doing this sport quite a bit. Today was my second time at a dropzone called "Florida Skydiving Center / Skydive Lake Wales".

Coincidentally there are soldiers from the country of Qatar being trained there.
read more here so he knows how many care about his story

Is this America the land of freedom and free speech along with free expression? Then why does this business have the right to tell a veteran, or anyone, to cover up a tattoo?