Except as specifically described below, this Privacy Policy applies only to personally identifiable information collected on the Web sites where this Privacy Policy is posted and does not apply to any other information collected by Hard Rock Park through any other means.

As used in this Privacy Policy, "Hard Rock Park" includes HRP Myrtle Beach Operations, LLC and all of its parent, subsidiary and affiliated entities, that do not offer products and services under the "Hard Rock Park” brand and is referred to in this Privacy Policy as "we," "us," "our," and "ourselves."

We refer to individuals who purchase or use products or services of “Hard Rock Park” as Guests." When this Privacy Policy uses the term "Personally Identifiable Information," we mean information that identifies a particular individual, such as the individual's name, postal address, e-mail address, and telephone number. When, and so long as, other information, such as, for example: a consumer product preference, or number of children, is directly associated with personally identifiable information, this other information also is treated as personally identifiable information for purposes of this Privacy Policy. Personally identifiable information is sometimes referred to in this Privacy Policy as "personal information." Finally, the terms of this Privacy Policy are subject to all applicable laws. [NOTE: HRP SHALL NOT SHARE ANY OF YOUR CREDIT CARD INFORMATION WITH ANY THIRD PARTY UNLESS YOU AUTHORIZE US TO DO SO.]

What types of personally identifiable information do we collect about our guests?

We collect several types of Personally Identifiable Information about our Guests.

Information You Provide to Us

Much of the Personally Identifiable Information we receive comes directly from Guests who are interested in obtaining various products and services from us. Typically, this information includes the Guest's name, postal address, e-mail address, and telephone number. We may also collect other types of information such as gender, age, number of children, and personal interests, which we may associate with Personally Identifiable Information. If you purchase products or services from us, we'll note, for example, credit card information, the type of services or products ordered or purchased, and the date of the order or purchase. You may also provide us photographs or other video materials, which may contain personal information. We may collect personal information when you register on, log on, or visit our Web sites, including when you participate in activities on our Web sites, such as sweepstakes, contests, games and promotional offers, and when you provide information to our customer service representatives. Finally, our Web sites may offer message board, chat and other public forums. If you provide Personally Identifiable Information when you use these forums, that personal information may be publicly posted. Our rules for use of these public forums are described in the "Forums and Public Communication" and "House Rules" sections of the Terms of Use for this Web site.

Information Collected Through Technology

We collect information through technology to make our sites more interesting and useful to you and for various purposes related to our business. For instance, when you come to one of our sites, we collect your IP address. An IP address is associated with the access point through which you enter the Internet, and is typically controlled by your ISP (Internet Service Provider). Standing alone, your IP address is not personally identifiable. We may use IP addresses to collect information regarding the frequency with which our Guests visit various parts of our sites, and we may combine IP addresses with Personally Identifiable Information.

Our Web sites collect information through a variety of technical methods, including cookies and Web beacons. Cookies are pieces of information that a Web site sends to your computer while you are viewing the Web site. Web beacons are small pieces of data that are embedded in images on the pages of Web sites. Cookies, web beacons and other technical methods may involve the transmission of information either directly to us or to another party authorized by us to collect information on our behalf.

We may use the information collected through these technical methods for tracking and to enhance our Guests' experience on our Web sites. For example, when you return to one of our Web sites after logging in, cookies provide information to the site so that the site will remember who you are. We also may use technical methods to analyze the traffic patterns on our Web sites, such as the frequency with which our users visit various parts of our Web sites. We also may use technical methods for a number of purposes in HTML e-mails that we send our Guests, including to determine whether our Guests have opened those e-mails and/or clicked on links in those e-mails, to customize the display of banner advertisements and other messages after a Guest has closed the e-mail, and to determine whether a Guest has made an inquiry or purchase in response to a particular e-mail. These technical methods may enable us to collect and use information in a form that is Personally Identifiable.

Many advertisements are managed and placed on our Web sites by third parties. These companies are called "Network Advertisers." Network Advertisers who place advertisements on our Web sites may use cookies and Web beacons to collect information (not including personally identifiable information such as your name, address, e-mail address and telephone number) about your visits to our Web sites and other Web sites in order to provide advertisements about goods and services of interest to you. Finally, please keep in mind that if you click on an advertisement on one of our Web sites and link to a third party's Web site, then our Privacy Policy will not apply to your Personally Identifiable Information collected on that third party's Web site and you must read the privacy policy posted on that site to see how your Personally Identifiable Information will be handled.

Information That We Collect from Others

We may supplement Personally Identifiable Information that we have collected directly from our Guests with other information that we obtain from third parties and other members of the Hard Rock Park. In addition, we may obtain information about individuals who are not yet users of our Web sites or Guests of the Hard Rock Park. In addition, when we associate information that we obtain from third parties or other members of the Hard Rock Park with Personally Identifiable Information that we have collected under this Privacy Policy, we will treat the acquired information like the information that we collected ourselves and, except as permitted by this Privacy Policy, the information will not be shared with third parties.

How is your personally identifiable information used and shared?

As described in detail below, Hard Rock park may use your Personally Identifiable Information in many ways, including sending you promotional materials, and sharing your information with third parties so that these third parties can send you promotional materials. (By "promotional materials," we mean communications that directly promote the use of Web sites, or the purchase of products or services.) As outlined below, you may "opt-out" of certain uses of your personal information.

General Provisions for Sharing and Use by Hard Rock Park Licensees and Co-Branding Participants

Personally Identifiable Information collected under this Privacy Policy is shared among and used by Hard Rock Park for many purposes. For example, Hard Rock Park may use your personal information to send you promotional materials about goods and services (including special offers and promotions) either offered by Hard Rock Park or offered by third parties. These promotional materials may be sent to you by postal mail, e-mail or other means. You may opt out of receiving these communications as provided below. Please keep in mind, however, that when you purchase or request products or services from Hard Rock Park, promotional materials about goods and services offered by Hard Rock Park and/or by third parties may accompany delivery of that product or service. We refer to sending you promotional materials in these circumstances as "Fulfillment Uses" of your personal information. Because these promotional materials accompany products or services that you have requested, your opt-outs for Hard Rock Park and Third Parties below will not apply to any of these Fulfillment Uses.

Hard Rock Park may also use your Personally Identifiable Information for many purposes other than sending you promotional materials. (We refer to all of these types of uses of your personal information that do not involve the sending of promotional materials as "Operational Uses.") For example, we may use your information to complete transactions requested by you (such as your purchase of a product or service offered on our Web sites), or to send you administrative communications either about your account with us or about features of our Web sites, including any future changes to this Privacy Policy. Because these uses of your Personally Identifiable Information do not involve sending you promotional materials, your opt-outs as stated below will not apply to any of these Operational Uses.

In addition to using your Personal Identifiable Information as set forth herein, Hard Rock Park may share your Personally Identifiable Information with companies that offer products and/or services under brand names of Hard Rock. These companies are called "licensees." For example, a company that publishes and sells books under the "Hard Rock Café" brand could be such a licensee. Hard Rock Park may also share your information with companies that offer products and/or services that are co-branded using the Hard Rock Park brand name. These companies are called "co-branding participants." For example, Hard Rock Park’s Visa Card is co-branded with the bank that issues that credit card. When Hard Rock Park shares personal information with third parties acting as licensees and co-branding participants, these licensees and co-branding participants are restricted by contract from using the personal information for any marketing or promotional purpose that is not related to a licensed or co-branded product or service. Finally, to further protect your privacy, these licensees and co-branding participants' use of personal information shared with them under this Privacy Policy is subject to the same opt-out rights (and limitations upon those rights) that apply to use of Personal Identifiable Information by members of the Hard Rock Park as stated below.

You may engage in transactions (such as purchasing products or services, entering contests or sweepstakes, or requesting special promotional materials, including, for example, catalogs, vacation planning kits or coupons) without registering and logging on our Web sites. These transactions may be either with us or with others associated with the Hard Rock Park. (We refer to all of these transactions that you engage in without registering and logging on our Web sites as "Non-Registered Transactions.") An example of a Non-Registered Transaction would be when you purchase items from hardrockpark.com without registering and logging on that Web site. When you engage in Non-Registered Transactions, the opt-out choices described below will not be available to you, but your information will not be shared with third parties, and will not be used by any other entity to send you promotional materials other than the entity involved in your transaction, except as separately permitted by other provisions of this Privacy Policy.

Finally, Hard Rock Park may take your Personally Identifiable Information and make it non-personally identifiable, either by combining it with information about other individuals (aggregating your information with information about other individuals), or by removing characteristics (such as your name) that make the information personally identifiable to you (de-personalizing your information). Given the nature of this information, there are no restrictions under this Privacy Policy upon the right of Hard Rock Park to aggregate or de-personalize your Personally Identifiable Information, and Hard Rock Park may use and/or share with third parties the resulting non-personally identifiable information in any way.

Third Parties Offering Promotions, Products, or Services

Subject to your opt-out choices (see below), Hard Rock Park may share your Personally Identifiable Information with selected third parties so that they can send you promotional materials about goods and services (including special offers and promotions) offered by them. (We call this type of sharing "Promotional Sharing" or sharing for "Promotional Purposes.") When sharing your information for Promotional Purposes, Hard Rock Park attempts to select only reputable companies that offer high quality products and services. Moreover, Hard Rock Park will not share your e-mail address with third parties for Promotional Purposes, except when you consent to such sharing in the course of your participation in a Sponsored Activity as described below. When Hard Rock Park shares your Personally Identifiable Information with a third party under any circumstance described in this "Third Parties Offering Promotions, Products, or Services" section, your Personally Identifiable Information will become permanently subject to the information use and sharing practices of the third party, and the third party will not be restricted by this Privacy Policy with respect to its use and further sharing of your Personally Identifiable Information.

In addition to the Promotional Sharing that is subject to your opt-out choices as stated below, Hard Rock Park may also share your information when you engage in certain activities on our sites that are sponsored by third parties, such as purchasing products or services offered by a third party, electing to receive information or communications from a third party, or electing to participate in contests, sweepstakes, games or other programs sponsored in whole or in part by a third party. Hard Rock Park may also share your Personally Identifiable Information when you respond to promotional materials and authorize a third party to use your Personal Identifiable Information for purposes such as, for example, sending you additional promotional materials, providing you a product or service, or entering you in a contest, sweepstakes or game. (We refer to all of these activities and requests as "Sponsored Activities.") When you participate in Sponsored Activities, you will either be required or requested to agree that the sponsor or business associate may use your Personally Identifiable Information (including, in some cases, your e-mail address) in accordance with the sponsor or business associate's privacy practices. Since you will have consented to this specific instance of sharing of your Personally Identifiable Information, the opt-out choice for "Third Parties" described below will not apply.

Companies That Facilitate Communications and Transactions with You

Sometimes Hard Rock Park will hire companies to help provide products or services, like a shipping company that delivers a package or a company that helps fulfill prizes for a sweepstakes. In those instances, there is a need to share your information with these companies. Sometimes Hard Rock Park also works with other companies who help either gather your information or communicate with you, such as a company that helps to provide customer service. Your opt-out choices as stated below will not apply to sharing by Hard Rock Park, your Personally Identifiable Information with any of these companies. Nonetheless, except as separately permitted by other provisions of this Privacy Policy, these companies are allowed to gather, receive, and use your information only for the purposes described in this paragraph or as required by law.

Companies That You Previously Authorized to Obtain Your Information

In certain circumstances, your dealings with a third party may have authorized that third party to obtain your Personally Identifiable Information from Hard Rock Park and to use that information in accordance with the third party's own privacy practices and policies. For example, in using an online shopping service (such as the shopping services offered by Internet portals that refer the portal's users to third-party merchants), you may have authorized that shopping service to obtain from the service's participating third-party merchants (including Hard Rock Park) information about your purchases conducted through the shopping service. In such circumstances, your opt-out elections (as stated below) will not apply to sharing of your Personally Identifiable Information by Hard Rock Park. Nonetheless, Hard Rock Park will provide such companies only the information that you authorized (except as separately permitted under other provisions of this Privacy Policy). In the example given above, the shopping service would be provided only information concerning purchases you made from Hard Rock Park through that shopping service, and would not be provided any other information concerning you, unless any additional sharing of your Personally Identifiable Information were separately permitted under another provision of this Privacy Policy.

Purchase or Sale of Businesses

From time to time, we may purchase a business or sell one or more of our businesses and your Personally Identifiable Information may be transferred as a part of the purchase or sale. In the event that we purchase a business, the Personally Identifiable Information received with that business would be treated in accordance with this Privacy Policy, if it is practicable and permissible to do so. In the event that we sell a business, we will include provisions in the selling contract requiring the purchaser to treat your Personally Identifiable Information in the same manner required by this Privacy Policy (including any amendments to this Privacy Policy). In light of this protection, your opt-out choices will not affect our right to transfer your information to a purchaser in these circumstances. The provisions of this paragraph will also apply in the event that one or more businesses of any other member of Hard Rock Park sold and personal information subject to this Privacy Policy is transferred to a purchaser of those businesses.

Disclosures Required By Law and Disclosures to Help Protect the Security and Safety of Our Web Sites, Hard Rock Park and Others

Regardless of any opt-out choices that you make, Hard Rock Park will disclose Personally Identifiable Information when it believes in good faith that such disclosures (a) are required by law, including, for example, to comply with a court order or subpoena, or (b) will help to: enforce our Terms of Use; enforce contest, sweepstakes, promotions, and/or game rules; protect your safety or security, including the safety and security of property that belongs to you; and/or, protect the safety and security of our Web sites, Hard Rock Park and/or third parties, including the safety and security of property that belongs to Hard Rock Park or third parties.

What choices do you have about the collection, use, and sharing of your personally identifiable information?

With regard to Personally Identifiable Information that you have provided under this Privacy Policy, there are three separate opt-out choices available to you. These opt-out choices are the means by which you give us, or decline to give us, your consent to use your Personally Identifiable Information for the purposes covered by these opt-out choices. Some of our Web sites may not present you all three opt-out choices described below. Please be assured, however, that if any one of these opt-out choices is not presented to you on a Web site, Personally Identifiable Information collected from you on that site will not be used for the purposes covered by that opt-out choice. There are several methods by which you can exercise your opt-out choices: (a) during the registration process on our Web sites; (b) after registration, by logging on our Web sites, clicking on our Privacy Policy links, going to a site's Guest Services center (sometimes called a site's "Member Services" or "Preference" center), and following the opt-out directions; and (c) as described below. Each of these opt-out choices is subject to the exceptions described further below.

Your three opt-out choices are:

Third Parties: You may choose to opt-out of receiving promotional materials from third parties. If you do not choose this opt-out, Hard Rock Park may share your Personally Identifiable Information so that third parties can send you these promotional materials. Your opt-out choices for third parties generally are specific to the particular Web sites where you make these choices. Thus, if you want to opt out of all uses of your Personally Identifiable Information covered by the "Third Parties" opt-out, you must consistently elect that opt-out at each of our Web sites either when you register or when you log in and visit that Web site's Guest Services center. If you want to make a change in your "Third Parties" opt-out choices, you will need to make that change at each of our Web sites where you previously made a different choice. Please bear in mind that this opt-out choice for "Third Parties" will not apply to the licensees and co-branding participants described above in A3.

Hard Rock Park: You may choose to opt-out of receiving promotional materials from members of Hard Rock Park, including the licensees and co-branding participants described above. This opt-out choice is found on each of our Web sites. For your convenience, when you make a choice regarding this "Hard Rock Park" opt-out at any one of our Web sites, we will treat that choice as replacing any other choices regarding that opt-out that you may previously have made. Thus, if you want to make a change in your "Hard Rock Park" opt-out choice, you can make that change by visiting the Guest Services center at any one of our Web sites. Your election to choose this "Hard Rock Park" opt-out will not, however, override your consent to receive promotional materials from a specific member of Hard Rock Park. As described in the following paragraph, you provide this consent when you complete a registration page on, or visit the Guest Services center of, the Web site for a specific member of Hard Rock Park and choose not to opt-out of receiving promotional materials from that specific member.

You may choose to opt-out of receiving promotional materials directly from a specific member of Hard Rock Park. To do so, you must either complete a registration page on, or visit the Guest Services center of, the Web site for this specific member and opt-out of receiving promotional materials from this member. However, if you do not also opt-out of receiving promotional materials from "Hard Rock Park” as described in the preceding paragraph you may still receive promotional materials from this specific member of Hard Rock Park.

Please keep in mind that any opt-out choices you make will not apply in situations where (a) you either have made, simultaneously make, or later make a specific request for information from a member of Hard Rock Park, (b) Hard Rock Park uses your Personally Identifiable Information for either "Operational Uses" or "Fulfillment Uses" (as described above), (c) you either have engaged, simultaneously engage, or later engage in either Non-Registered Transactions or Sponsored Activities (as described above), or (d) Hard Rock Park shares your Personally Identifiable Information pursuant to the provisions above with respect to "Companies That Facilitate Communications and Transactions With You," "Companies That You Previously Authorized to Obtain Your Information," "Purchase or Sale of Businesses," or "Disclosures Required By Law and Disclosures to Help Protect the Security and Safety of Our Web Sites, Hard Rock Park."

In addition, if you provide us your consent to use your Personally Identifiable Information for the purposes covered by any of the three previously described opt-out choices, then we may accompany promotional materials covered by that opt-out choice with promotional materials covered by the other opt-out choices. We may do so even if you have opted out of receiving promotional materials covered by those other opt-out choices. Any such additional promotional materials, however, will constitute only a minor part of the overall promotional materials that we send to you. For example, if you provide us your consent to receive promotional materials from hardrockpark.com, then you may receive, along with hardrockpark.com promotional materials, additional promotional materials (constituting a minor part of the overall promotional materials) from another Hard Rock Park entity or a third party, even if you have opted out of receiving promotional materials from that Hard Rock Park entity or from third parties.

Finally, if you do not exercise your opt-out choices upon registration or initial log-in at our Web sites, it may take up to ninety (90) days for your opt-out choices to be fully effective. Our systems require time to update, and promotional mailings using Personally Identifiable Information shared before your opt-out may already be in process. Thus, you might continue to receive promotional materials from Hard Rock Park based upon the Personally Identifiable Information you have provided under this Privacy Policy for up to ninety (90) days. For similar reasons, your Personally Identifiable Information might continue to be shared with third parties for Promotional Purposes for up to ninety (90) days. Finally, please keep in mind that, if you have not consistently used the same postal and email addresses on our Web sites, or if you have used a general change of address process (such as the change of address process offered by the U.S. Post Office) after providing address information on our Web sites, systems maintained by members of Hard Rock Park may have varying contact information for you. Accordingly, it may not always be possible to match your new opt-out choices with the Personally Identifiable Information that you previously have provided.

What kinds of security measures do we take to safeguard your personally identifiable information?

The security and confidentiality of your information is extremely important to us. We have implemented technical, administrative, and physical security measures to protect guest information from unauthorized access and improper use. From time to time, we review our security procedures in order to consider appropriate new technology and methods. Please be aware though that, despite our best efforts, no security measures are perfect or impenetrable.

How can you update your contact information and opt out choices?

You can access and update the contact information you gave us during registration (that is, your postal address, e-mail address, or any other information that would directly enable us to contact you), or modify your opt-out choices, by going to our member services centers. Simply click on this link www.hardrockpark.com on our Web sites, and then log in with your member name and password. In some cases, you may need to visit the Guest Services center on a particular Web site to change your preferences associated with that Web site. There are instructions on the start page of the link above to help you recover your password if you've forgotten it. If you need to recover your password, you can also contact us via e-mail at info@hardrockpark.com. Please include information in the e-mail that will help us identify your account so we can assist you with your request. We may also provide you an opportunity to update your contact information and/or modify your opt-out choices by sending you an e-mail or other communication that invites your response. Finally, you may unsubscribe from certain e-mail communications by clicking on unsubscribe links in those e-mails.

How can you ask questions, or send us comments, about this Privacy Policy?

If you have questions or wish to send us comments about this Privacy Policy, please send an e-mail with your questions or comments to info@hardrockpark.com or write us:

Hard Rock Park
211 George Bishop Pkwy.
Myrtle Beach, SC 29579

Please be assured that any Personally Identifiable Information that you provide in communications to the above e-mail and postal mail addresses will not be used to send you Promotional Materials, unless you so request.

How will you know if we amend this Privacy Policy?

We may amend this Privacy Policy at any time. If we amend this Privacy Policy to permit material changes in the way we collect, use, and/or share your Personally Identifiable Information, we will notify you of such amendment by sending you an e-mail at the last e-mail address that you provided us, and/or by prominently posting notice of such amendment on the Web sites covered by this Privacy Policy. Any such amendment to this Privacy Policy will be effective thirty (30) calendar days following either our dispatch of an e-mail notice to you or our posting of notice of the changes on the Web sites covered by this Privacy Policy. Please note that, at all times, you are responsible for updating your Personally Identifiable Information to provide us your current e-mail address. In the event that the last e-mail address that you have provided us is not valid, or for any other reason is not capable of delivering to you the notice described above, our dispatch of the e-mail containing such notice will nonetheless constitute effective notice of the amendment described in the notice. In any event, an amendment to this Privacy Policy may permit material changes in the way we use and share Personally Identifiable Information that you provided us prior to our notification to you of such amendment. If you do not wish to allow such material changes, you must so notify us (in the manner we specify) prior to the effective date of the amendment. If you provide us this notice, we may choose to deactivate your account. Please be advised, however, that, regardless of whether you provide such notice to us, any such amendment to this Privacy Policy will apply to any Personally Identifiable Information that you provide us on or after the effective date of such amendment.