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March 30, 2010 · 7:57 AM

Ladies, guys and everyone else, too?

By Rick Lax

Free! For everyone! Yippee!

Photo: Rick Lax

The Las Vegas Athletic Club on Sahara and Decatur has a new sign. It reads: “Ladies Join Free! AND GUYS CAN TOO.”

Why didn’t LVAC just say, “Everybody Can Join For Free”? Well, there must have been a marketing meeting during which somebody made this argument:

“If we say, ‘Everybody can join for free,’ it’ll seem like a scam. But if we say, ‘Ladies join free. And guys can, too,’ then people will think to themselves, Hey, I’m lucky enough to be in one of those two groups! I should take advantage of this amazing offer that was specifically created for people just like me. What a lucky break I caught!

It sounds silly, but can you think of another reason they’d use that wording?

It has to do with a lawsuit a few years back.

http://www.nytimes.com/2007/12/12/us/12l...

A guy thought it was unfair that his wife could join the same gym at a cheaper price.

There was also something brought up about setting different cover charges at clubs regarding gender discrimination, specifically Moorea Beach Club at Mandalay Bay. I think it costs guys something like $50 to get in on weekends, when girls are either free or pay like $20.

Posted by: Bree on 3/30/10 at 9:22 a.m. (Suggest removal)

Good point, Bree. I'd forgotten about Ladies' Night law. It must be so hard to bring one of those lawsuits forward, especially for clubs, because you're seen as ruining everybody's fun. I wonder how the case ended up....

But, yeah, maybe they wanted to say "Ladies Free," and then they realized doing it was illegal, and then they were like, "Let's tag guys on there too." Good call.

Posted by: Rick Lax (Staff) on 3/30/10 at 1:07 p.m. (Suggest removal)

In addition to the legal aspect, there's also the psychology that initially inspired Ladies' Night promotions - guys think to themselves, "cool. Lots of girls will be there." and they come running with open wallets. I imagine this would especially be the case in Vegas with all its party venues trying to attract fabulous undressed women (or at least to make men think they can be found within). Maybe the gym is trying to make itself seem like a wild good time?

Posted by: sharongracepjs on 3/30/10 at 1:32 p.m. (Suggest removal)

Yeah, that's another good point, Sharon. I mean, the woman on the sign is showing a lot of skin. I haven't seen HER in the club, but I'll let you know if that changes.... Two of the Las Vegas Athletic Clubs by me (though not the one where I took the pic) are definitley see and be seen places...

Posted by: Rick Lax (Staff) on 3/30/10 at 1:57 p.m. (Suggest removal)

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