At Shade Hotel, Redondo Beach, CA (the “Hotel”), we value our guests and recognize that privacy is an important issue. The Hotel is committed to maintaining the privacy and security of your information and have developed this privacy policy (the “Privacy Policy”) to describe the information we may collect from you, our practices for collecting, using, maintaining, protecting, and disclosing that information, and the manner in which you may access the information we may have collected about you.

Please read this policy carefully to understand our privacy practices with respect to information collected through our website and at our physical location. Your use of our website ( is your acceptance and agreement to the terms of this Privacy Policy.

This policy was last updated on January 24, 2020.

Types of Information Collected

This Privacy Policy covers the types of information that we may collect from you through this website or during a visit to our Hotel.

The term “Personal Information” means information that identifies or describes any particular guest or household. Personal information may include your name or nickname; postal, billing, and/or email address; phone, social security, drivers license, or passport number; unique personal identifier; geolocation information; employment or education records or affiliation; and commercial information related to your transactions with the Hotel. Personal Information does not include information that is publicly available.

The term “Aggregated Data” means information that relates to a group or category of consumers, from which there is no identifiable individual consumer information or for which such identifiable consumer information has been removed. Such information may include type of internet connection, hardware and software types and versions, IP address, browser type, time spend on a particular website page, etc.

What Personal Information Do We Collect? How Do We Collect It?

We collect Personal Information that you provide to us so that we can provide the exceptional, personal service you expect from our Hotel. Such personal information may include your name; mailing, billing, and email address; phone number; information regarding your reservation, stay, or visit; information regarding your participation in a contest or marketing program; information related to the purchase and receipt of products or services at our Hotel or through one of our vendors; payment information, such as your payment card number and other card information as well as authentication information and other billing and account details; any guest preferences; marketing and communications preferences; information about vehicles you may bring to the Hotel; groups with which you are associated; and any other type of information that you choose to provide to us.

We may also ask for details about other guests staying on your reservation, but we will never ask for personal information regarding guests under the age of 18 when you register online or through our online platforms. For in person registrations guests over the age of 13 may be asked to provide their name if you desire a such individual to have a room key.

Specifically, we will collect personal information in the following circumstances:

Surveys: We may request demographic data or other personal information in guest surveys.

On-property collection: In addition to the information you provide to us we may collect additional personal information during registration/check-in at the Hotel. For example, we use closed circuit television and other security measures that may capture and record images and sound of guests and visitors in public areas for the protection of our staff, guests, and visitors to the Hotel where permitted by law. We may also collect personal information when you participate in certain services offered by the Hotel, such as yoga, Trilogy Spa services, equipment rental, and valet services.

Event Profiles: If you plan an event with us, we collect meeting and event specifications, the date of the event, number of guests, details of the guest rooms required, and for corporate events, information on your organization (name, annual budget, and number of sponsored events per year). We also collect information about the guests that are a part of your group or event. If you visit us as part of a group, we may have personal information about you provided to us by the group,

Social Media. If you choose to participate in the Hotel’s social media activities or offerings we may collect certain information from your social media account consistent with your settings within the social media service, such as location, check-ins, activities, interest, photos, status updates, and friend list.

Hotel Wifi Service: When you use Wifi service at the Hotel, the personal data you provide for access and authentication may be collected and used by us and third parties (such as authentication gateway partners and Wifi service providers) to facilitate your use of the WIFi service; to remember your registration information; for technical support purposes; and for service improvements and analytics. The personal data collected may include name, room number, device information (including operating system/version, hardware model, and unique device identifiers, such as MAC address). Your use of on-property internet service is subject to the third-party internet provider’s terms of use and privacy policy.

How Do We Use your Personal Information?

We use your personal information in a variety of ways, including to provide the exceptional personalized services you request and expect from our Hotel.

We are obligated to collect certain data, including your name, address, payment information, and travel documentation in order to process your reservation. Failure to provide this information will result in our inability to process your reservation. Additionally, we use your information as follows:

Service Administration: We use your personal information to administer programs in which you participate, including yoga, spa services, equipment rental, and valet services.

Meeting and Event Planning: We may use your personal information to provide you with information about meeting and event planning.

Marketing and Communications: Where permitted we may use your personal information to provide or offer you newsletters, promotions and featured specials in accordance with any communications preferences you have expressed. We use your information to provide in-stay messaging, reservation confirmations, to send you marketing messages and to conduct surveys. We may provide these communications via email, postal mail, online advertising, social media, telephone, text message (including SMS and MMS) and other means.

eFolio Program: We may enroll you in our eFolio program and use your email address to send you your hotel bill via email. It is your responsibility to ensure that we have the correct (and preferred) email address. If you make a reservation for another person using your email address, that person’s eFolio will be sent to your email address.

DataCorrectness, Analytics and Personalization: We may aggregate your personal information with data from third-party sources for purposes of keeping information up to date and for analytics. We also rely on information from third parties in order to provide better, more personalized service. For example, if you connect your social media services or other accounts to our services, we may use this information to make your experience with us more personal and social, or share and use it as described in this Privacy Policy.

What Personal Information Do We Share?

In order to offer you the expected level of hospitality and to provide you with the best level of service, we may share your personal information with our service providers and other third parties as set forth below. We do not sell your personal information.

Electronic Billing Program: If you receive an eFolio by email, a summary detailing the goods and services provided to you during your stay will be shared with the payment card provider and, if you participate in a corporate billing program and use a corporate payment card, the payment card provider may share that summary with your employer. The privacy policies of your employer, the relevant payment card provider and card issuer apply once we have transferred your information.

Group Events or Meetings. If you visit the Hotel as part of a group event or meeting, information collected for meeting and event planning may be shared with the organizers of those meetings and events, and, where appropriate, guests who organize or participate in the meeting or event.

Business Partners: We may partner with other companies to provide you with products, services, or offers at your request. For example, we may help to arrange rental cards or other services from our business partners, and share personal information with those business partners in order to provide those services.

On Property Services. We may share personal information with third-party providers of on-property services such as concierge services, WiFi access providers, yoga class instructors, spa treatments, and dining facilities.

Service Providers. We rely on third parties to provide services and products on our behalf and may share your personal information with them as appropriate and as needed to provide such services to you.

Other: In addition, the Hotel may disclose personal information in order to: 1) comply with applicable laws, 2) respond to governmental inquiries or requests from public authorities, 3) comply with valid legal process; 4) protect the rights, privacy, safety, or property of the Hotel, site visitors, guests, employees or the public; 5) permit us to pursue available remedies or limit the damages that we may sustain, 6) enforce our websites’ terms and conditions; and 7) respond to an emergency.

Personal Information from Children

We do not knowingly collect personal information from individuals under 18 years of age through our website or online platforms. As a parent or legal guardian, please do not allow your children to submit personal information without your permission. Through the onsite hotel registration process, we may ask for the name of any guest over the age of 13 if you would like that individual to have a room key.

How Do We Protect Your Personal Information?

For online transactions we use reasonable technological measures to protect the personal information that you transmit to us via the website. Since no security system or system of transmitting data over the Internet can be guaranteed to be entirely secure, please do not send payment card numbers or any other confidential personal information to us via email. We will not contact you by text messaging or email to ask for your confidential personal information or payment card details. We will only ask for payment card details over the telephone when you are booking a reservation or promotional package. For personal information collected on site at the Hotel we take standard industry precautions to ensure the security of your personal information.

What Non-Personal Information and Aggregated Data Does the Hotel Collect and Use?

When you visit and interact with the Hotel’s website, we collect other information that does not directly identify you. This includes data on your use of the website, such as a catalog of the site pages you visit and the number of visits to the site. We also use cookies and other technologies (such as “pixel tags,” “web beacons,” links in emails, JavaScript) to collect this information.

We may use the information we have collected and aggregated, or anonymized personal information received from third parties, to understand more about our website users and guests (for example, we may use aggregated information to calculated the percentage of our users who have a particular telephone area code).

Currently, we do not respond to DO NOT TRACK signals or other, similar mechanisms.

Cookies: Cookies are small text files that are stored on your computer or mobile device when you visit a website. Cookies alone cannot be used to disclose your individual identity. Cookies are used on our website to improve your experience, such as to provide a safe and secure service for online transactions; measure how many people use the website and how they use it so we may keep it running quickly and efficiently; and to help us deliver content and communications to you that is relevant and responsible to your interests and location. Some cookies are necessary for the website to work and disabling these Cookies may make the services and features unavailable. Some functional cookies are essential for viewing maps or videos on the website. Some flash cookies are used for animated content on our site. There are also session cookies which are only stored temporarily during a browsing session.

You may occasionally receive Cookies from unaffiliated companies or organizations, to the extent they have links on our website. These third-party cookies may collect information about you when you “click” on their content or links. We cannot control the collection of this information by these third parties and these Cookies are not subject to this Privacy Policy.

If you want to remove of block Cookies from your device at any time, you can update your browser settings (consult your browser’s help menu to learn how to remove or block Cookies). The Hotel is not responsible for your browser settings.

Links to Third-Party Websites and Services

Our website and mobile applications may contain links to third party websites. Please note that we are not responsible for the collection, use, maintenance, sharing, or disclosure of data and information by such third parties. If you provide information on and use third-party sites, the privacy policy and terms of service on those sites are applicable. We encourage you to read the privacy policies of websites that you visit before submitting personal information.

How Can I Delete or Change My Personal Information?

If you decide you no longer want the Hotel to use your personal information in the manner set forth in this privacy policy you may contact us email at or by sending a letter to Privacy Department, Shade Hotel Redondo Beach, 655 North Harbor Drive, Redondo Beach, CA 90277. You may also click on the unsubscribe button at the bottom of any email communication we send you. At your request, within a reasonable time, we will provide you with information about the personal information we maintain about you and allow you to confirm, modify, or delete such information. Please remember that if you request to have your personal information deleted, we may not be able to provide you with the same quality of service to which you are accustomed.

How Long Does the Hotel Retain Personal Information?

We retain personal information for the period necessary to fulfill the purposes outlined in this Privacy Policy, unless a longer retention period is required or permitted by applicable law. We retain personal information collected in order to fulfill guest reservations for seven years after the stay is completed. We retain other personal information for shorter periods of time if possible and if permitted by law. Once the applicable retention period has expired, we will destroy your personal information in a way that the information may not be restored or reconstructed.

Policy Modifications

When we make material changes to this Privacy Policy we will post a link to the revised Privacy Policy on our homepage and if you have registered for any of our email lists, we may also inform you by email. You can tell when this Privacy Policy was last updated by looking at the date at the top of this policy. Any changes to this Privacy Policy become effective on the posting of the revised policy. Use of this website or any of our products and services constitute your acceptance of the revised Privacy Policy as updated.