Privacy Policy

Hero Beach Club values you as our guest and recognizes that privacy is important to you. We want you to be familiar with how we collect, use and disclose data.

This Privacy Statement describes the privacy practices of the Hero Beach Club for data that we collect:

  • through websites operated by us from which you are accessing this Privacy Statement, including Hero Beach Club and other websites owned or controlled by Hero Beach Club (collectively, the “Websites”)
  • through the software applications made available by us for use on or through computers and mobile devices (the “Apps”)
  • through our social media pages that we control from which you are accessing this Privacy Statement (collectively, our “Social Media Pages”)
  • through HTML-formatted email messages that we send you that link to this Privacy Statement and through your communications with us
  • when you visit or stay as a guest at one of our properties, or through other offline interactions

Collectively, we refer to the Websites, the Apps and our Social Media Pages, as the “Online Services” and, together with offline channels, the “Services.” By using the Services, you agree to the terms and conditions of this Privacy Statement.

Collection of Personal Data

“Personal Data” are data that identify you as an individual or relate to an identifiable individual. At touch points throughout your guest journey, we collect Personal Data in accordance with law, such as:

  • Name
  • Gender
  • Postal address
  • Telephone number
  • Email address
  • Credit and debit card number or other payment data
  • Financial information in limited circumstances
  • Language preference
  • Date and place of birth
  • Nationality, passport, visa or other government-issued identification data
  • Important dates, such as birthdays, anniversaries and special occasions
  • Membership or loyalty program data (including co-branded payment cards, travel partner program affiliations)
  • Employer details
  • Travel itinerary, tour group or activity data
  • Prior guest stays or interactions, goods and services purchased, special service and amenity requests
  • Geolocation information
  • Social media account ID, profile photo and other data publicly available, or data made available by linking your social media and loyalty accounts

In more limited circumstances, we also may collect:

  • Data about family members and companions, such as names and ages of children
  • Biometric data, such as digital images
  • Images and video and audio data via: (a) security cameras located in public areas, such as hallways and lobbies, in our properties; and (b) body-worn cameras carried by our loss prevention officers and other security personnel
  • Guest preferences and personalized data (“Personal Preferences”), such as your interests, activities, hobbies, food and beverage choices, services and amenities of which you advise us or which we learn about during your visit

If you submit any Personal Data about other people to us or our Service Providers (e.g., if you make a reservation for another individual), you represent that you have the authority to do so and you permit us to use the data in accordance with this Privacy Statement.

How We Collect Personal Data

We collect Personal Data in a variety of ways:

Online Services. We collect Personal Data when you make a reservation, purchase goods and services from our Websites or Apps, communicate with us, or otherwise connect with us or post to social media pages, or sign up for a newsletter or participate in a survey, contest or promotional offer.

Property Visits and Offline Interactions. We collect Personal Data when you visit our properties or use on-property services and outlets, such as restaurants, concierge services, health clubs, child care services, and spas. We also collect Personal Data when you attend promotional events that we host or in which we participate, or when you provide your Personal Data to facilitate an event.

Customer Care Centers. We collect Personal Data when you make a reservation over the phone, communicate with us by email, fax or via online chat services or contact customer service. These communications may be recorded for purposes of quality assurance and training.

Strategic Business Partners. We collect Personal Data from companies with whom we partner to provide you with goods, services or offers based upon your experiences at our properties or that we believe will be of interest to you (“Strategic Business Partners”). Examples of Strategic Business Partners include on-property outlets, travel and tour partners, time share partners, rental car providers and travel booking platforms. Strategic Business Partners are independent from the Hero Beach Club.

Other Sources. We collect Personal Data from other sources, such as public databases, joint marketing partners and other third parties.

Internet-Connected Devices. We collect Personal Data from internet-connected devices available in our properties. For example, a smart home assistant may be available for your use and to tailor your accommodations and experience.

Physical & Mobile Location-Based Services. We collect Personal Data if you download one of our Apps or choose to participate in certain programs. For example, we may collect the precise physical location of your device by using satellite, cell phone tower, WiFi signals, or other technologies. We will collect this data if you opt in through the App or other program (either during your initial login or later) to receive the special offers and to enable location-driven capabilities on your mobile device. If you have opted-in, the App or other program will continue to collect location data when you are in or near a participating property until you log off or close application (i.e., the App or other program will collect this data if it is running in the background) or if you use your phone’s or other device’s setting to disable location capabilities for the Hero Beach Club App or other program.

How You Can Access, Change or Suppress Your Personal Data

If you would like to review, correct, update, suppress, restrict or delete Personal Data that you have previously provided to us, or if you would like to receive an electronic copy of your Personal Data for purposes of transmitting it to another company (to the extent this right to data portability is provided to you by law), you can contact us at hello@herobeachclub.com, or by mail:

Hero Beach Club
626 Montauk Highway
Montauk, NY 11954

In your request, please make clear what Personal Data you would like to have changed, whether you would like to have your Personal Data suppressed from our database, or other limitations you would like to put on our use of your Personal Data. For your protection, we only fulfill requests for the Personal Data associated with the particular email address that you use to send us your request, and we may need to verify your identity before fulfilling your request. We will try to comply with your request as soon as reasonably practicable.

Please note that we often need to retain certain data for record keeping purposes and/or to complete any transactions that you began prior to requesting a change or deletion (e.g., when you make a purchase or reservation, or enter a promotion, you may not be able to change or delete the Personal Data provided until after the completion of such purchase, reservation, or promotion). There may also be residual data that will remain within our databases and other records, which will not be removed. In addition, there may be certain data that we may not allow you to review for legal, security or other reasons.