General Data Protection Regulation (GDPR)

Introduction

This website, controlled by SpotCo o/b/o ELF Back on Broadway, Inc. provides marketing information about Elf: The Musical. SpotCo o/b/o ELF Back on Broadway, Inc. is the Data Controller, for the purposes of Data Protection Law, when your personal information is processed as a result of your visit to this website.

We are committed to providing you with relevant information about, and control over, how we process your personal information.

This policy explains what personal information we may record, why we do so, how you may control the use of your information and how we protect your information. Details of your legal rights and how to exercise them are also set out below.

This policy was last updated on 06/04/2019. Any future changes to our policy will be reflected here.

Contacting us

Questions, comments, requests, and complaints regarding this privacy policy are welcomed and should be addressed by email to privacy@elfonbroadway.com.

Why we process your personal information

We process your personal information gathered on this website in order to tailor our marketing to your needs and to improve our website for future customers. The specific purposes for which we may process information, and the lawful basis on which we do so in each case, are set out below.

Tailoring this website to your needs

We want to make our website easy to personalise. We use preference cookies to store your preferences, such as website language selection, so that you do not need to make the same selections every time you visit our website. These cookies, stored by your browser on your device, will retain your preference choices until you delete them. We record your consent to store cookies when you first visit the site and click on the cookie notice.

Contacting you with marketing emails to keep you informed about our show(s)

We want to help you to hear more about our show. We provide facilities on this site for you to sign up to receive email newsletters to learn more about the show. We will send such newsletters by e-mail on the basis of your specific consent when you supply your email details, which you may withdraw by clicking on the unsubscribe link which we will include in each email. Your information, and details of when you consented to receive marketing emails, will be stored securely in our marketing system. We will not share this data with third parties for their own use, though we may engage appropriate suppliers to send emails on our behalf.

Improving the effectiveness of our website

We want to make sure that our website enables people to learn about the show and to book tickets and that the site meets the needs of our customers and is easy to use. To do this, we need to understand how people use this site, where they spend time and which pages they find less useful. We use Google Analytics to understand how you and other visitors use our website, for example recording in what order pages are visited and how long is spent on each, so that we may improve the website in future. We record your consent to store site analytics cookies when you first visit the site and click on the cookie notice. The lawful basis on which we process these analytics cookies is our legitimate interest in improving our website as we believe that the use of such cookies is not intrusive.

Targeting and measuring the effectiveness of our digital marketing

We know that many people visit a show site several times to learn about the show and dates when tickets are available before deciding to book tickets. We want to make sure that our digital advertisements on other websites and social media are seen by people likely to be interested in the show, including by visitors to this site who have not yet booked. We also want to understand the effectiveness of our advertising in encouraging visits to the website and ticket bookings so that we may improve it in future for example by reviewing the choice of advertising design and the websites and advertising networks used to reach possible customers. Achieving this may involve showing different versions of advertisements to different customers to measure the responses generated by each. We may use available browsing history, including visits to this website, to identify interested or engaged consumers to whom we wish to show advertisements on websites operated by third parties and to record how many visitors are referred to our site from other sites. We use advertising tracking cookies to achieve this and process these cookies on the basis of legitimate interest. We believe that showing relevant advertisements is in your interest as well as ours and we do not believe that such personalisation is generally considered intrusive. We respect any decision not to participate in personalised advertising, in which case third party sites may show you non personalised advertising and you may still see advertisements for our show. We record your consent to store advertising tracking cookies when you first visit the site and click on the cookie notice.

Your rights

We want to be transparent about how we process your data and to ensure that you can exercise your legal rights:

To be informed – via this Privacy Policy which sets out how we collect and process data
To access your data – please contact privacy@elfonbroadway.com if you wish to confirm what data we hold about you
To have your data corrected - please contact privacy@elfonbroadway.com if you feel that data held is incorrect and want this rectified
To have processing of your data ceased - please contact privacy@elfonbroadway.com if you wish us to cease processing your data without erasing it
To have your data erased – please contact privacy@elfonbroadway.com to request deletion of data that we hold about you
To data portability – we process data only to personalise our services to you so do not consider it appropriate to pass your data to other organisations. Some banks and utilities offer facilities to switch accounts, but this is not applicable to our business.
To object to processing of your data on the basis of legitimate interest or for statistical purposes – please contact privacy@elfonbroadway.com