Effective date: August 3, 2026
Last updated: August 3, 2026

Heritage Amusements (“Heritage Amusements,” “we,” “us,” or “our”) operates carousel and family amusement attractions at shopping centers across the United States, along with the Riders Club membership program, our website, and our mobile application (collectively, the “Services”). This Privacy Policy explains what information we collect, how we use and share it, and the choices and rights you have. It includes a dedicated section describing how we handle personal information from children under 13 in compliance with the Children’s Online Privacy Protection Act (“COPPA”).

By using our Services or enrolling in Riders Club, you agree to the practices described in this Policy. If you do not agree, please do not use the Services.

 

1. Who we are

Heritage Amusements is a family-amusement operator headquartered in Long Beach, California, operating attractions at shopping centers nationwide. The party responsible for the personal information collected through the Services (the “data controller”) is:

Company: Heritage Amusements
Address: 4712 E 2nd St. #142, Long Beach, CA 90803
Privacy contact: privacy@heritageamusements.com
Phone: (800) 304-5546

 

2. Information we collect

Information you provide

  • Account and membership details. When a parent or guardian creates a Riders Club account, we collect the account holder’s name, email address, and (where provided) phone number and home location.
  • Child profile information. For each child enrolled in Riders Club, we collect only the child’s first name, last name, and gender. We do not collect a child’s date of birth, home address, or contact information.
  • Child photo (optional, parent-provided). A parent may add a photo of their child through the app to activate the child’s membership QR code. Photos are provided at the parent’s discretion and used solely to verify membership at our locations and prevent fraudulent use.
  • Payment information. Membership payments are processed by our payment provider, Square.
  • Communications. Information you provide when you contact support, respond to surveys, or otherwise communicate with us.

Information collected automatically

  • App and site usage. Pages or screens viewed, features used, and general activity within the Services.
  • Device and technical data. Device type, operating system, app version, and similar diagnostic information used to operate and improve the Services.
  • Membership scan events. When a membership QR code is scanned at one of our locations, we record the scan to validate the membership and (for staff context) indicate whether the member is at their home location or visiting.

 

3. Children’s privacy (COPPA)

Our commitment to children’s data minimization. Riders Club is designed so that children never create accounts or provide information themselves. All enrollment is done by a parent or legal guardian, and we deliberately collect the minimum information needed to operate the membership: a child’s first name, last name, and gender only. We do not collect a child’s date of birth, address, phone number, email, or geolocation.

Heritage Amusements complies with COPPA and related requirements applicable to the personal information of children under 13. The following describes our practices.

Information collected from children

The only child information we hold is the first name, last name, and gender entered by the parent, plus an optional parent-provided photo used to activate the child’s membership QR code. A child’s QR code remains inactive until a parent adds a photo through the app; this is a fraud-prevention measure and the photo is not used for any other purpose.

Verifiable parental consent

Because a parent or guardian personally creates and manages the child’s profile and provides any photo, we obtain the child’s information directly from the parent as part of the enrollment they initiate and control. We do not condition a child’s participation on disclosing more information than is reasonably necessary.

No behavioral advertising to children

We do not use children’s personal information for behavioral or targeted advertising, and we do not sell children’s personal information. We do not knowingly permit third parties to collect personal information from children through the Services for their own purposes.

Parental rights

A parent or guardian may at any time:

  • Review the personal information we hold about their child;
  • Request that we correct or delete their child’s information;
  • Remove a child’s photo or deactivate a child’s QR code; and
  • Refuse to permit further collection or use of their child’s information by closing the child’s profile or the account.

To exercise these rights, contact us using the details in the Contact us section. We may ask you to verify your identity as the account holder before acting on the request.

If we learn we have collected more than intended

If we become aware that we have collected personal information from a child beyond what is described here, or without the involvement of a parent or guardian, we will delete that information promptly.

 

4. How we use information

We use the information we collect to:

  • Create and manage Riders Club memberships and validate membership at any of our locations;
  • Process payments and manage subscriptions;
  • Activate and verify membership QR codes and prevent fraudulent use;
  • Provide customer support and respond to inquiries;
  • Operate, maintain, secure, and improve the Services;
  • Send account, transaction, and service-related communications; and
  • Comply with legal obligations and enforce our terms.

 

5. How we share information

We do not sell personal information, and we do not share children’s personal information for third parties’ own marketing. We share information only as follows:

  • Service providers. Vendors who perform services on our behalf — such as payment processing (Square), app and cloud hosting, and customer support tools — under contracts that limit their use of the information to providing those services.
  • Our locations and staff. Membership validation data is available to staff at our locations to confirm active memberships and distinguish home versus visiting members. Staff see only the information necessary to validate a membership.
  • Legal and safety. When required by law, subpoena, or legal process, or to protect the rights, safety, or property of Heritage Amusements, our guests, or the public.
  • Business transfers. In connection with a merger, acquisition, financing, or sale of assets, subject to the protections of this Policy.

We may share aggregated or de-identified information that cannot reasonably be used to identify you.

 

6. Payments

Square, Inc. processes membership payments. We do not collect or store full payment card numbers on our own systems. Square’s handling of your payment information is governed by Square’s privacy policy. We receive limited transaction confirmation details (such as whether a payment succeeded and the subscription status) needed to manage your membership.

 

7. Data retention

We retain personal information for as long as needed to provide the Services and maintain an active membership, and thereafter only as necessary to comply with legal obligations, resolve disputes, and enforce our agreements. When a child’s profile or an account is closed, we delete or de-identify the associated child information within a reasonable period, except where retention is required by law.

 

8. Data security

We use reasonable administrative, technical, and physical safeguards designed to protect personal information against unauthorized access, use, alteration, and disclosure. No method of transmission or storage is completely secure, so we cannot guarantee absolute security. If we become aware of a security incident affecting your information, we will notify affected users as required by law.

 

9. Your choices & rights

  • Access and correction. You may review and update your account information, or request changes, by contacting us.
  • Deletion. You may request deletion of your account and associated child profiles.
  • Communications. You may opt out of non-essential marketing communications; we will still send service and transaction messages related to your membership.

 

10. California privacy rights

If you are a California resident, the California Consumer Privacy Act (as amended) gives you the right to know what personal information we collect, to request access to or deletion of that information, to correct inaccurate information, and not to be discriminated against for exercising these rights. We do not sell or share personal information for cross-context behavioral advertising, and we do not sell the personal information of consumers we know to be under 16. To exercise your California rights, contact us using the details below. We will verify your request before responding.

 

11. Cookies & tracking

Our website may use cookies and similar technologies to keep the site functioning, remember preferences, and understand general usage. You can control cookies through your browser settings. We do not use cookies to serve targeted advertising to children.

 

12. Changes to this Policy

We may update this Policy from time to time. When we make material changes, we will update the “Last updated” date above and, where appropriate, provide additional notice. If a change materially affects how we handle children’s information, we will obtain any consent required by law.

 

13. Contact us

Heritage Amusements: 4712 E 2nd St. #142, Long Beach, CA 90803
Email: privacy@heritageamusements.com
Phone: (800) 304-5546