A bookstore and a night club

I usually go to Barnes and Noble at night, and for the past however-long I've always noticed this sign "NO PARKING" standing in the middle of the road to the BN plaza. I never understood what the hell it meant, since there were cars in the lot and no one was screaming at me to leave. So I went around the sign and parked like always. Today, I decided to figure this little mystery out.
HOW THE HELL DO I NOT NOTICE THAT THERE IS AN INCREDIBLY POPULAR NIGHT CLUB RIGHT OPPOSITE THE BARNES AND NOBLE?!
The parking lot is full and people are parking on the road. I mean, all those white, pimped out SUV's should have clued me in, but I guess I'm not in the right frame of mind when I'm coming out of a bookstore. Sue me.