Privacy Policy

Last Updated / Effective as of January 16, 2026

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Apex Hospitality (“Apex”, “we”, “our”, or “us”), takes your privacy very seriously. Please carefully read this Privacy Policy and familiarize yourself with our privacy practices regarding your personal information and how we will use it. This Privacy Policy applies to the website(s) on which it appears (collectively, the “Services”). 

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Please see the U.S. State Privacy Rights section of this Privacy Policy for information about rights you may have pursuant to applicable privacy laws.  By visiting, using, accessing or providing information to Apex, you accept this Privacy Policy. If you do not agree with our policies, please do not use the Services.

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Other entities within the Apex Hospitality family of brands and operating companies have their own privacy policies and practices. If you are interacting or engaging with another Apex Hospitality brand or operating company, please review the privacy policy posted on the relevant entity’s site or service.

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1. NOTICE AT COLLECTION: INFORMATION WE COLLECT

Apex may collect your Personal Information at various points when you use our Services. “Personal Information” means information that identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular consumer or household, or as otherwise defined by applicable law. 

Apex may collect the following categories of Personal Information from you directly, or indirectly through service providers and third parties, depending on how you interact with us and our Services:

  • Identifiers and Contact Information, such as your name, job title, company name, address, email address, and telephone number(s);
  • Internet and Other Electronic Network Activity Information, such as your device and browser type, your device’s operating system, your geographic location based on IP address, your browsing and search history on our Services, and information regarding your interaction with our Services and our advertisements (e.g., how long you use our Services, which pages or content you view, and on which dates and times). On certain Services, we use tools to look at mouse movements, clicks, keystrokes, data or text entered, and the pages you visit. Among other uses, Apex uses this Network Activity Information to generate aggregate statistics about visitors to the Services;
  • Other information you submit or provide to us through the Services or offline, including your communication preferences, feedback, and support inquiries;
  • Inferences drawn from the information identified above.

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2. NOTICE AT COLLECTION: USES OF PERSONAL INFORMATION

We use your Identifiers and Contact Information, and other information:

  • For marketing purposes, including, but not limited to, marketing services and offerings that may be of interest to you;
  • To communicate with you, including to alert you to new projects, features, special events and services;
  • To enforce our rights arising from any contracts entered into between you and us; and
  • To combine information we collect automatically about you with your Contact Information and other information we receive about you.

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We use your Internet and Other Electronic Network Activity Information:

  • To monitor and evaluate our Services and identify where we should make changes or expand services;
  • To conduct analytics on our Services, including how they are performing and how they are used;
  • To provide advertisers with information and display targeted ads about goods and services that may be of interest to you; and
  • To give our marketing and development staff information that’s useful for developing new features and services that meet user needs.

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We use Inferences to display targeted ads about goods and services that may be of interest to you, and to otherwise analyze and market our services and offerings that may be of interest to you.

We use also use all categories of Personal Information:

  • To provide, maintain and improve our Services;
  • To protect our rights or property or our safety, our members, or others;
  • To comply with any court order, legal process, or respond to any governmental or regulatory request; and
  • As otherwise permitted by law, or for other purposes we describe at the time we collect your information.

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3. NOTICE AT COLLECTION: PERSONAL INFORMATION SOLD OR SHARED TO THIRD PARTIES IN THE PRECEDING 12 MONTHS

We may sell or share the following Personal Information with third-party partners such as analytics partners, other advertisers, and our affiliates (which may not always share common branding), so that we and/or our third-party partners can deliver targeted ads and other tailored communications to you: Identifiers and Contact Information; Internet or other Electronic Network Activity Information; and Inferences.

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If you would like to opt-out of the sale or sharing of your Personal Information as described above using cookies, pixels, and tracking tools, you can click the “cookie” icon in the bottom left corner of each page of our Services. 

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4. NOTICE AT COLLECTION: RETENTION PERIODS

We retain the categories of Personal Information we collect for the length of time necessary to provide our services and to comply with legal obligations or to protect our legal rights.

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5. SOURCES OF PERSONAL INFORMATION

We collect and obtain Personal Information from:

  • You. We collect Personal Information that you voluntarily provide to us, for example when you communicate with us via email or other channels, when you sign up for or ask us to send you newsletters or other materials, and when you visit our Services. We may also collect information from your devices. We may engage or otherwise permit other third parties to also collect information in these ways.
  • Affiliates. We may get information about you from other companies that are a part of the Apex Hospitality and Z Capital Group, LLC (“ZCG”) family of brands.
  • Third-Party Ad and Analytics Partners. We work with companies that help us deliver, measure, and analyze the effectiveness of our ads. These companies collect information about you when you interact with ads on our platforms and on the websites where our ads are displayed. For example, we work with Google Analytics.

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6. SHARING OF PERSONAL INFORMATION

We may share your information with other third parties for the purposes outlined below:

  • Affiliates. Within the Apex Hospitality and ZCG family of brands, including with our affiliate companies.
  • Service Providers. We may share each category of Personal Information with companies and individuals that provide services on our behalf or help us operate our Services or our business. For example, we share your Internet and Network Activity Information and Contact Information with service providers that help us host and operate our Services, or that send emails on our behalf.
  • Third Parties who may use your Personal Information for their own independent purposes in accordance with their own privacy policies. For example, we share Personal Information with analytics partners, advertising partners, and other third parties who provide products/services that may be of interest to you or who serve ads. These companies may use information about your visits to this and other websites in order to provide advertisements about goods and services of interest to you. These third parties may use the information for their own marketing purposes or the marketing purposes of others. For information about your choices for this kind of sharing, see Sections 7 and 10, below. 
  • Third Party Analytics Companies that help us to monitor traffic on the Services, learn how users are navigating our Services, and help troubleshoot or improve the services we provide. For example, see Section 7 below for more on how we use Google Analytics.
  • Law enforcement or other governmental entities. If we receive a valid subpoena or other service of process, we may share the requested information, which could include your Identifiers and Contact Information, and your Internet and Other Electronic Network Activity Information.
  • Successor Company or Companies. For example, if all or part of our business is sold, we may include customer information as part of that transaction. We may share your information if there is a change to our corporate structure, a merger or consolidation, or in bankruptcy. We may also share your information with others as they conduct diligence as part of our corporate changes.

We may also share aggregated or de-identified information that cannot reasonably be used by those third parties to identify you.

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7.  COOKIES AND OTHER TRACKING TECHNOLOGIES

Like most websites, our Services use small data files stored on your computer or mobile device called cookies. Cookies consist of two different types; session and persistent. Session cookies enable us to recognize your actions during the browsing session. Persistent cookies remain stored on your device after you close your browser until they expire or when you delete them.

Cookies, pixels, tags and web beacons, typically a one-pixel image, used to pass information from your computer or mobile device to our Services, enable us to provide you with great customer service, improvements to our website design, product assortments and special promotions by:

  • remembering you when you return to visit the Services;
  • identifying the pages you click on during your visit to the Services;
  • the name of the website you visited immediately before clicking onto our Services; and
  • helping track whether our communications are reaching you, measuring their effectiveness and how you engage with them, and allowing us to better design future communications.

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We use this information to improve our Services, customer service, and for marketing. Certain of these cookies are strictly necessary to the access and operation of the Services and other cookies used are non-essential to the access and operation of the Services. We may contract with third parties who may use cookies and web beacons and collect information on our behalf or provide services such as website troubleshooting and analytics. We may use third party retargeting and remarketing features on our Services for cross-context behavioral advertising, targeted advertising, and interest-based advertising. These technologies may allow us to address internet users who previously visited our Services by delivering personalized advertising. Based on the cookie technology, certain user details will be stored – for example, the advertising you received from us or clicked, the pages you viewed, and whether and how you interact with our emails.

  • You can opt out of certain tracking tools on our Services by clicking the “cookie” icon in the bottom left corner of each page of our Services. You can also opt out of use of certain kinds of tracking tools on our Services or others for online behavioral advertising by visiting the DAA’s Consumer Choice page at http://www.aboutads.info/choices/.
  • We use also Google Analytics to evaluate the use of our Services. Google Analytics uses cookies and other identifiers to collect information, such as how often users visit a website, what pages they visit when they do so, and what other websites they visited prior to visiting a website. To learn more about how Google Analytics collects personal information, review Google’s Privacy Policy and its opt-out tool at https://tools.google.com/dlpage/gaoptout.

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8. UPDATING YOUR INFORMATION

If you believe that any information collected by Apex about you is not correct or has changed, please send an email message to privacy@affinitygaming.com, explaining the correction or change.

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9. OTHER MARKETING COMMUNICATIONS

You can opt out of receiving our marketing emails and text messages. To stop receiving our marketing emails, you can follow the “unsubscribe” instructions in any marketing email message you get from us. Even if you opt out of getting marketing emails, we will still send you transactional messages. These include responses to your questions. 

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10. U.S. STATE PRIVACY RIGHTS

We honor requests in accordance with and to the extent required by applicable laws, which may vary depending on where you live. You have the following rights, where provided under applicable state law, regarding your Personal Information (each of which are subject to various exceptions and limitations):

  • Right of Access. You have the right to access your personal information maintained by us. You can request categories of your personal information or specific pieces of your Personal Information. Upon receipt of a verifiable request to access personal information, we will disclose and deliver, free of charge, the Personal Information requested. You can request to confirm the processing of your Personal Information, and you can request a list of the third parties to which we disclosed Personal Information (for Connecticut, Minnesota, Oregon, and Rhode Island residents only). This list may also be available if you click on the “cookie” icon on each page of our Services, where it appears.
  • Right of Correction. You have the right to request that we correct inaccurate Personal Information collected from you. We will accept, review, and consider any documentation that you provide in connection with your right to correct, provided you make a good-faith effort to provide us with all relevant information available at the time of the request.
  • Right of Deletion. You have the right to request that we delete any Personal Information about you which we have collected from you, subject to certain exceptions.
  • Right to Opt Out (Do Not Sell or Share My Personal Information). Depending on our practices on these Services, you may have the right to opt-out of the “sale” of your Personal Information (defined very broadly to include situations where we provide Personal Information to partners who provide advertising services to us) and the “sharing” of Personal Information in connection with the display of cross-context behavioral advertising or targeted advertising across third party websites. If you would like to opt-out of the sale or sharing of your Personal Information as described above using cookies, pixels, and tracking tools, you can click the “cookie” icon in the bottom left corner of each page of our Services. We respond to certain browser-based opt out signals as and to the extent required by applicable law. We do not respond to certain browser-based signals that do not meet applicable state law requirements, which may include older Do Not Track signals.
  • Right to Appeal. You have a right to appeal decisions concerning your ability to exercise your consumer rights.

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Submission of Requests. You can email us at privacy@affinitygaming.com.  

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After you submit a request, we will promptly take steps to determine whether your request is a verifiable request and, if so, verify your identity. This may include verification by email. You may designate an authorized agent to make certain requests on your behalf. If you use an authorized agent to submit such a request, we may require that you provide the authorized agent written permission to act on your behalf; and may verify your or your authorized agent’s identity with us before we can honor the request. We do not knowingly collect Personal Information from or about children. We do not sell or share Personal Information of minors under 16 years of age.

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No Discrimination. We will not discriminate against you because you exercised any of the rights described here.

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Notice at Collection Disclosure. For our notice at collection, see above sections of this privacy policy titled: Information We Collect, Uses of Personal Information, Personal Information Sold or Shared to Third Parties in the Preceding 12 Months, and Retention Periods.

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Shine The Light. California’s “Shine The Light” law permits California residents to annually request and obtain information free of charge about what personal information is disclosed to third parties for those third parties’ direct marketing purposes in the preceding calendar year.  To make such a request, please contact privacy@affinitygaming.com. 

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11. PERSONAL INFORMATION OF MINORS

These Services are general audience sites intended for adults. Apex does not knowingly collect any Personal Information from persons under the age of 18 through these Services. If you are a parent or legal guardian of a minor, and you believe they have provided Apex with Personal Information, please contact Apex at privacy@affinitygaming.com. If you are under 18, please do not use the Services or submit any Personal Information to us.

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12. THIRD PARTY LINKS

Our Services may contain links to other websites provided by third parties. Please be aware that we do not control these third-party websites or any of the content contained on those websites. Once you have left our Services, we cannot be responsible for the privacy practices of such other websites. We encourage you to exercise caution and to read the privacy policy for the website you visit.

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13. SECURITY
We are committed to maintaining your confidence and trust, and take steps to help protect the Personal Information you provide to us. However, no transmission or electronic storage of information is guaranteed to be secure. We therefore urge you to always use caution when transmitting information over the Internet.

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14. INTERNATIONAL VISITORS

This Privacy Policy shall be governed by the laws of the United States and the State of Nevada. The servers that make the Services available and databases where information may be stored may be located outside the country from which you accessed the Services, in a country or state that does not have the same privacy laws as your country of residence. The Personal Information made available to Apex may, therefore, be transmitted outside of the United States or State of Nevada. If you are accessing our Services from outside of the United States, please note that Personal Information may be transmitted and stored in the United States. Apex will collect, process, and use Personal Information only in accordance with this Privacy Policy. By visiting the Services and submitting information, you consent to such collection, processing, transfer and/or storage of Personal Information.

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15. CHANGES AND UPDATES

We may revise this Privacy Policy from time to time. We will post any changes on this page and update the date at the top, so please check back periodically. Your continued use of the Services after changes have been posted will constitute your acceptance of this Privacy Policy and any changes, unless otherwise required by applicable law.

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16. CONTACT US

If you have any questions, concerns, or suggestions regarding this Privacy Policy, or to update any information you have provided us, please send us an email at privacy@affinitygaming.com.