I have a memberhsip at a 24 hour fitness, and I like to stop by to work out after I drop my SO off at work in the afternoon. One of the selling points when I signed up was that they were friendly to the ladies by having well lit parking lots and escorts to take you to your car if you're there after dark.
1. The lots are indeed well lit when the lights are on, but they're on a timer, and in the winter tend not to come on until an hour after sunset unless I complain (which I do), but that does me no good after I've walked to the door in the dark or had to wait 20 minutes while they find someone to turn them on manually.
2. Escorts: I was promised an escort to my car after dark. If it's dark at 7:00, there better be someone available to escort me to my car at that time. I don't care how busy it is, and how many people are in the parking lot, there had better be someone to escort me, and he / she better be an employee in uniform, preferably a security guard not some random guy picked out of the weight room, and it shouldn't take 20 minutes to find someone. If you don't want people to use a service you advertise, stop advertising it.
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