Privacy Policy
The Velvet Fox
Effective Date: December 4, 2025
Last Updated: December 11, 2025
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1. Introduction and Contact Information
The Velvet Fox ("we," "us," "our," "Company," or "Business") operates a wine-focused hospitality establishment in Scottsdale, Arizona. We are committed to protecting your privacy and ensuring you have a positive experience with our business.
This Privacy Policy describes how we collect, use, disclose, and otherwise process personal information about our customers, website visitors, members, and other individuals who interact with us online or offline (collectively, our "Services"). It applies to our physical location, website, mobile applications, email communications, reservation systems, membership programs, and any other touchpoints where we collect or process your personal data.
Our Contact Information:
The Velvet Fox
Scottsdale, Arizona
Email: VFTeam@thevelvetfox.com
Phone: 480-696-0290
If you have questions about this Privacy Policy or our privacy practices, please contact us at the information above.
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2. What Personal Data We Collect
We collect personal information in various ways, including when you visit our establishment, make reservations, join our membership program, interact with our website, communicate with us, or purchase our products and services.
2.1 Information You Provide Directly
• Reservation and Visit Information: Name, phone number, email address, party size, preferred seating, dietary preferences, wine preferences, arrival time, and special occasion information
• Membership and Account Data: Name, email address, phone number, date of birth, home address, billing address, and payment information
• Communication Information: Messages, inquiries, feedback, and responses to surveys or questionnaires
• Payment Information: Credit card details, billing address, transaction history, and payment method preferences (processed securely through third-party payment processors)
• Website Data: Username, password, account preferences, saved wine lists, event registrations, and communication preferences
• Event and Experience Data: Attendance at special events, wine tastings, classes, or private functions; photos or videos with your consent
• Health and Preference Information: Dietary restrictions, allergies, wine tasting notes, flavor preferences, and accessibility requirements
2.2 Information Collected Automatically
• Website and App Usage: IP address, device type, browser type, operating system, pages visited, time spent on pages, referring website, clickstream data, and search queries
• Cookies and Similar Technologies: Session identifiers, user preferences, authentication tokens, and analytics data (see Section 10 below)
• Location Information: General location data based on IP address (we do not collect precise GPS location without consent)
• Log Files: Server logs, error reports, performance metrics, and access timestamps
2.3 Information from Third Parties
• Payment Processors: Transaction status, fraud prevention flags, and settlement information
• Email Marketing Platforms: Delivery status, open rates, and click-through data
• Reservation Partners: Booking data from third-party reservation platforms
• Social Media: If you connect your social media account or share our page, publicly available profile information
• Business Partners: Referral partners or affiliated businesses may share information with your consent
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3. Legal Basis for Processing Personal Data
Under GDPR and applicable privacy laws, we rely on the following legal bases to process your personal data:
• Contract Performance: Processing necessary to fulfill reservations, process payments, deliver services, or manage your membership
• Legitimate Interests: Marketing, fraud prevention, business operations, security, analytics, and website optimization
• Consent: Marketing emails, newsletter subscriptions, event photography, and optional data collection
• Legal Compliance: Tax obligations, alcohol service regulations, age verification, and law enforcement requests
• Vital Interests: Safety, emergency response, and health/security measures (e.g., dietary accommodations)
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4. How We Use Your Personal Data
The Velvet Fox uses your personal information for the following purposes:
• Service Delivery: Processing reservations, managing memberships, fulfilling orders, and providing customer support
• Age and Legal Verification: Confirming age eligibility for alcohol service in compliance with Arizona alcohol beverage laws
• Marketing and Communications: Sending promotional emails, event invitations, wine recommendations, loyalty program updates, and special offers (only with your consent)
• Member Programs: Managing loyalty programs, tracking points, offering member-exclusive experiences, and personalizing offers
• Analytics and Improvement: Understanding usage patterns, improving Services, analyzing preferences, optimizing our website and operations
• Personalization: Recommending wines, events, and experiences based on your preferences and history
• Payment Processing: Facilitating transactions, preventing fraud, and managing refunds or disputes
• Regulatory Compliance: Meeting legal obligations related to alcohol service, taxation, business licensing, and privacy regulations
• Security and Safety: Protecting against unauthorized access, preventing fraud, responding to incidents, and ensuring business continuity
• Legal and Dispute Resolution: Defending against claims, enforcing agreements, and responding to legal process
• Photos and Event Content: With your explicit consent, capturing and using photos/videos from events for marketing, promotional materials, or social media
• Aggregate Data: Creating anonymized, aggregated reports on wine preferences, customer demographics, and business trends
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5. How We Share Your Personal Data
We may share your personal information in the following circumstances:
5.1 Service Providers and Contractors
We work with third-party vendors who assist in our operations, including:
• Payment processors and financial institutions
• Email marketing and CRM platforms
• Website hosting and security providers
• Reservation and management systems
• Accounting and bookkeeping services
• Legal and consulting firms
• Analytics platforms
These vendors process data only as necessary to provide services and are bound by confidentiality obligations.
5.2 Affiliated Businesses and Partners
With your consent, we may share information with business partners, event venues, or related hospitality businesses to coordinate services or marketing campaigns.
5.3 Legal Requirements and Enforcement
We may disclose your personal data when required by law, regulation, court order, or government request, including:
• Age verification for alcohol service
• Tax and licensing authorities
• Law enforcement agencies
• Health and safety regulatory bodies
• Fraud prevention and security purposes
5.4 Business Transfers
If The Velvet Fox is involved in a merger, acquisition, asset sale, bankruptcy, or other business transaction, your personal information may be transferred as part of that transaction. We will notify you of any such change and any choices you may have.
5.5 Public Content
Any information you post on our website, social media, reviews, or public forums may be visible to the general public.
5.6 Aggregated Data
We may share anonymized, aggregated data about our customers with third parties for marketing, research, or business purposes. This data cannot identify you personally.
We do not sell or share your personal data for commercial purposes beyond what is necessary to operate our Services.
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6. How Long We Retain Your Personal Data
The Velvet Fox retains personal information for as long as necessary to fulfill the purposes for which it was collected, or as required by law. Retention periods vary based on the type of data and its use:
Data Type Retention Period
Reservation records 3 years
Membership information Duration of membership + 1 year
Payment transaction records 7 years (tax compliance)
Customer communication 3 years
Website analytics 26 months
Cookies and tracking data Session or up to 2 years
Age verification records Duration of relationship
Marketing consent records Until withdrawal of consent
Table 1: Data Retention Schedule
After the applicable retention period expires, we delete or anonymize your personal data, unless longer retention is required by law or for legitimate business purposes.
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7. Your Privacy Rights
7.1 General Data Subject Rights (GDPR and Similar Laws)
If you are located in the European Union, United Kingdom, or other jurisdictions with similar privacy laws, you have the following rights:
1. Right to Access: You can request access to the personal data we hold about you and receive a copy in a structured, commonly used format.
2. Right to Rectification: You can request correction of inaccurate or incomplete personal data.
3. Right to Erasure: You can request deletion of your personal data, subject to certain exceptions (e.g., if data is needed to fulfill contracts or comply with legal obligations).
4. Right to Restrict Processing: You can request that we limit how we use your personal data while we verify accuracy or address your other concerns.
5. Right to Data Portability: You can request that we provide your personal data in a machine-readable format and transfer it to another organization.
6. Right to Object: You can object to our processing of your personal data for marketing, profiling, or certain other purposes.
7. Right to Withdraw Consent: Where we rely on your consent, you can withdraw it at any time. However, this does not affect the lawfulness of processing before withdrawal.
8. Right to Lodge a Complaint: You have the right to file a complaint with your local data protection authority if you believe we have violated your privacy rights.
7.2 Arizona Resident Rights
While Arizona currently does not have a comprehensive privacy law, Arizona residents benefit from our GDPR-aligned practices and may exercise the rights listed above.
7.3 California Resident Rights (CCPA/CPRA)
If you are a California resident, you have additional rights under the California Consumer Privacy Act and California Privacy Rights Act, including the right to know, delete, correct, opt-out of sales, and limit use of sensitive personal information.
7.4 Other State Rights
We comply with applicable privacy laws in other states where you may reside, including rights to access, correct, delete, and opt-out of data sales.
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8. How to Exercise Your Rights
To exercise any of the privacy rights described above, please contact us using the information in Section 1. We will:
• Verify your identity and authority to make the request
• Respond within 30 days (or as required by applicable law)
• Provide the requested information or explain why we cannot fulfill the request
• Not charge a fee unless the request is excessive or manifestly unfounded
Authorized representatives and guardians may submit requests on your behalf with appropriate documentation.
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9. Data Security and Protection Measures
The Velvet Fox implements appropriate technical, administrative, and physical security measures to protect your personal data against unauthorized access, alteration, disclosure, or destruction. These measures include:
• Encryption of sensitive data (SSL/TLS for website communications, encryption at rest for stored data)
• Secure password requirements and multi-factor authentication options
• Limited access to personal data based on role and need-to-know
• Regular security assessments and vulnerability testing
• Employee data protection training and confidentiality agreements
• Incident response procedures for potential data breaches
• Secure payment processing through PCI DSS-compliant providers
• Regular backups and disaster recovery protocols
However, no security measure is 100% guaranteed. While we strive to protect your personal data, we cannot guarantee absolute security. You are responsible for maintaining the confidentiality of your passwords and account credentials. If you believe your account has been compromised, contact us immediately.
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10. Cookies and Similar Technologies
10.1 What Are Cookies?
Cookies are small text files stored on your device that allow us to recognize you and remember your preferences. We use cookies and similar tracking technologies (pixels, beacons, local storage) to enhance your experience, personalize content, and analyze how our website and Services are used.
10.2 Types of Cookies We Use
• Essential Cookies: Required for website functionality, security, and session management (cannot be disabled)
• Performance Cookies: Analyze website usage, performance, and user behavior through analytics platforms
• Preference Cookies: Remember your choices, language preferences, and account settings
• Marketing Cookies: Enable targeted advertising, track conversions, and measure campaign effectiveness
• Third-Party Cookies: Set by analytics providers, advertising networks, and social media platforms
10.3 Managing Your Cookie Preferences
Most web browsers allow you to control cookies through browser settings. You can:
• Choose to accept or reject cookies
• Delete existing cookies
• Receive notifications when cookies are set
• Configure privacy settings
Please note that disabling non-essential cookies may impact the functionality and personalization of our website. For more information about cookies, visit www.allaboutcookies.org.
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11. Third-Party Links and Services
Our website and communications may contain links to third-party websites, social media platforms, and other services that are not operated by The Velvet Fox. We are not responsible for the privacy practices of these third parties. We encourage you to review their privacy policies before providing personal information or using their services.
Social media integration (e.g., Instagram, Facebook sharing) may collect your data according to those platforms' terms. We do not control their data practices.
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12. Marketing and Communications
12.1 Email Communications
We may send you marketing emails, event invitations, and promotional offers based on your preferences. These communications will include:
• Clear identification as marketing or promotional content
• Your name as the recipient
• Our business contact information
• An unsubscribe link or opt-out option
12.2 Opt-Out Rights
You can opt out of marketing communications at any time by:
• Clicking the "Unsubscribe" link in any email
• Updating your preferences in your account settings
• Contacting us directly using the information in Section 1
• Responding "STOP" to SMS messages (if applicable)
Opting out of marketing does not affect transactional communications (e.g., reservation confirmations, payment receipts, service updates).
12.3 Do Not Track Signals
Some browsers include "Do Not Track" (DNT) features. We do not currently respond to DNT signals because there is no industry standard for implementing them. However, you can control tracking through browser settings and our cookie management preferences.
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13. International Data Transfers
If you are located outside the United States and provide personal information to The Velvet Fox, your data may be transferred to, stored in, and processed in the United States or other countries. These countries may have different data protection laws than your country of residence.
By providing personal information, you consent to such transfers. We implement appropriate safeguards, such as:
• Standard contractual clauses approved by the European Commission
• Binding corporate rules (if applicable)
• Adequacy determinations
• Your explicit consent
If you do not consent to international transfers, please do not use our Services.
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14. Children's Privacy
The Velvet Fox Services are not directed to children under 18 years of age, and we do not knowingly collect personal information from children under 18 (or the applicable age of digital consent in their jurisdiction). However, we do not knowingly exclude minors from accessing information about our services that may interest their parents or guardians.
If we learn that we have collected personal information from a child under 18 without parental consent, we will delete that information as quickly as possible and take appropriate steps to notify the parent or guardian.
For our alcohol service, we strictly comply with Arizona alcohol beverage laws regarding age verification and do not knowingly serve alcohol to anyone under the legal drinking age.
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15. California Consumer Privacy Act (CCPA/CPRA) Specific Disclosures
If you are a California resident, the following additional disclosures apply:
15.1 Categories of Personal Information Collected
We collect the following categories of personal information:
• Identifiers (name, contact information, online identifiers)
• Commercial information (purchase history, transaction data)
• Biometric information (age verification for alcohol service)
• Activity data (website usage, interaction with Services)
• Geolocation data (general location based on IP address)
• Sensory information (with consent, photos/videos from events)
• Professional information (if provided for employment inquiries)
15.2 Your CCPA/CPRA Rights
• Right to Know: Request specific pieces or categories of personal information we collect and use
• Right to Delete: Request deletion of personal information we have collected (with exceptions)
• Right to Correct: Request correction of inaccurate personal information
• Right to Opt-Out: Opt-out of the sale or sharing of personal information for targeted advertising or cross-context behavioral advertising
• Right to Limit: Limit use and disclosure of sensitive personal information
• Right to Non-Discrimination: Exercise these rights without retaliation or discrimination
We do not sell your personal information. We may share your information with service providers and marketing partners as described in Section 5; this does not constitute a "sale" under California law.
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16. Updates and Changes to This Privacy Policy
We reserve the right to update this Privacy Policy at any time to reflect changes in our practices, technology, legal requirements, or other factors. We will notify you of material changes by:
• Posting the updated Privacy Policy on our website with a new "Last Updated" date
• Sending a notice to your registered email address
• Requesting your explicit consent if required by law
Your continued use of our Services after any changes constitutes your acceptance of the updated Privacy Policy. We encourage you to review this policy periodically to stay informed about how we protect your privacy.
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17. Your Choices and Control
17.1 Account Information
You can access, review, and update your account information by logging into your account on our website or contacting us. If you wish to close your account, contact us and we will securely delete or anonymize your personal data, subject to applicable retention requirements.
17.2 Communication Preferences
You can control the type and frequency of communications by:
• Updating your preferences in your account settings
• Using the unsubscribe or manage preferences link in emails
• Contacting us directly
17.3 Location and Tracking
You can control location sharing through your device and browser settings. You can also adjust cookie preferences through our cookie management tool or your browser.
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18. European Union and UK GDPR Specific Information
For residents of the European Union and United Kingdom:
18.1 Data Controller Information
The Velvet Fox is the Data Controller for personal information collected through our Services.
18.2 Data Protection Officer
If you have questions about our data protection practices, you may contact us at the information provided in Section 1. You may also contact your local data protection authority.
18.3 Legal Basis Summary
• Contractual Performance: Processing reservations and memberships
• Legitimate Interests: Marketing, analytics, and business operations
• Consent: Marketing communications and event photography
• Legal Compliance: Alcohol service regulations and tax obligations
18.4 Data Subject Rights Reminder
You have the right to:
• Access your personal data
• Rectify inaccurate data
• Request erasure
• Restrict processing
• Data portability
• Object to processing
• Withdraw consent
• Lodge a complaint with your supervisory authority
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19. Contact Information and Data Requests
To exercise your privacy rights, submit a data request, or report a privacy concern, please contact:
The Velvet Fox
Data Privacy Request
Scottsdale, Arizona
Email: VFTeam@thevelvetfox.com
Phone: +1 480-696-0290
For EU/UK Residents:
You may also file a complaint with your local data protection authority:
• European Union: Your national data protection authority
• United Kingdom: Information Commissioner's Office (ICO) at www.ico.org.uk
• Other jurisdictions: Your applicable regulatory authority
We will respond to legitimate requests within 30 days (or as required by applicable law) and without unreasonable delay.
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20. Acknowledgment and Acceptance
By using The Velvet Fox Services, visiting our website, making a reservation, or purchasing from us, you acknowledge that you have read and understood this Privacy Policy and consent to the collection, use, and disclosure of your personal information as described herein.
If you do not agree with our privacy practices, please do not use our Services.
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21. Interpretation and Severability
This Privacy Policy is written in clear, plain language to ensure transparency. Section headings are for organizational purposes only. If any provision is deemed unenforceable, the remaining provisions will continue in effect.
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© 2025 The Velvet Fox. All Rights Reserved.
This Privacy Policy is effective as of December 4, 2025, and was last updated on December 11, 2025.