got a bit more info and the news is not so good:

the store manager talked to a district manager who said that the printable coupon that he'd actually accept originated at a 'sea otter event in california' and was for 20% off accessories and 10% off bikes. he's not going to honor the code by itself.

so somebody would have to have a paper version to scan in for me to just get 10% off, otherwise it doesn't work at the store for me.