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Last updated July 7th, 2026
Taos Ski Valley, Inc. (“TSVI” or “We”) values our guests, and we are committed to protecting your privacy. This Privacy Policy explains how we collect, use, and disclose your Personal Data.
By registering for or receiving our services, you acknowledge the practices described in this Privacy Policy.
TSVI is providing the following global policy pursuant to privacy laws governing Personal Data (also called “personal information”) that we collect, use, and disclose about Customers (collectively “Customers”, “you”, or “your”).
The following describes the Customer Personal Data that we collect, as well as the types of Personal Data we collected and disclosed for operational business purposes. We also describe the types of Personal Data that we sell or share for behavioral or targeted advertising.
For purposes of this Privacy Policy, “sold” or “sale” may include the disclosure of Personal Data for monetary or other consideration but does not include the transfer of Personal Data in a merger, divestiture or other disposition of all or part of our business.
| Personal Data | Recipients to Whom Personal Data Has Been Disclosed for Our Business Purposes | Third Parties to Whom Personal Data Has Been Sold | Categories of Third Parties to Whom Personal Data Has Been Shared for Behavioral Advertising or Targeted Advertising | Processing Purposes |
|---|---|---|---|---|
| Identifiers, such as name, nationality, passport, visa or other government-issued ID, and email addresses | Service Providers and Contractors Strategic Business Partners Governmental Entities or Courts (if required) Affiliates | Advertising Partners Strategic Business Partners | Advertising Partners Strategic Business Partners Affiliates | Guest Booking and Registration Onsite Reception and Stay Services Events TSVI Business Operations Emergency Response Compliance with Law Food and Beverage Services Child-related Services (for Parents and Legal Guardians) Customer Relationship Management Marketing, Advertising, Promotions, Contests |
| Personal information, as defined in the California safeguards law, such as name, contact information, government-issued ID, and financial information | Service Providers and Contractors Strategic Business Partners Affiliates | Advertising Partners | Advertising Partners | Guest Booking and Registration Reception and Stay Services Events TSVI Business Operations Emergency Response Compliance with Law Food and Beverage Services Child-related Services (for Parents and Legal Guardians) Customer Relationship Management Marketing, Advertising, Promotions, Contests |
| Characteristics of protected classifications under California or federal law, such as gender, age, medical conditions, primary language, national origin, citizenship, and marital status | ||||
| Commercial information, such as transaction information, purchase history, financial details, payment methods, and membership or loyalty program data | Affiliates | |||
| Biometric information | ||||
| Internet or network activity information, such as browsing history and interactions with our and other websites and computer systems | ||||
| Geolocation data, such as device location and approximate location derived from IP address | ||||
| Audio, electronic, visual, and similar information, such as images and audio, video or call recordings created in connection with our business activities | ||||
| Inferences drawn from any of the Personal Data listed above to create a profile or summary about, for example, an individual's preferences and characteristics | ||||
| Sensitive Personal Data (Personal Data that reveals an individual's Social Security, driver's license, state identification card, or passport number; account log-in, financial account, debit card, or credit card number in combination with any required security or access code, password, or credentials allowing access to an account; precise geolocation; racial or ethnic origin, religious or philosophical beliefs, citizenship, immigration status, or union membership; the contents of mail, email, and text messages unless the TSVI is the intended recipient of the communication; the processing of biometric information for the purpose of uniquely identifying an individual; Personal Data collected and analyzed concerning an individual's health; Personal Data collected and analyzed concerning an individual's gender or sexual orientation; Personal Data of a child.) |
TSVI collects, uses, sells, shares, or otherwise discloses the Personal Data listed above (other than Sensitive Personal Data) to operate, manage, and maintain our business, to provide our products and services, for vendor management, to develop, improve, and maintain our products and services; personalize, advertise, and market our products and services; conduct research, analytics, and data analysis; maintain our facilities; quality, security, and safety control; detect and prevent fraud; perform identity verification; perform accounting, audit, and internal investigations; comply with law, legal process, and internal policies; maintain records; and assert and defend legal claims.
Subject to your consent where required by applicable law, we collect, use, and disclose Sensitive Personal Data for purposes of: performing services for our business; providing goods or services as requested by you; ensuring safety, security and integrity; addressing malicious, fraudulent, or illegal acts; servicing accounts and providing customer service; verifying customer information; processing payments; and other collection and processing that is not for the purpose of inferring characteristics about an individual.
We do not knowingly sell or share Personal Data of any type of persons under the age of 18. We do not knowingly solicit or collect Personal Data from minors under the age of 18 without parental consent. We request that minors not provide Personal Data to us.
We may also use and disclose Personal Data to a third party in the context of any reorganization, financing transaction, merger, sale, joint venture, partnership, assignment, transfer, or other disposition of all or any portion of our business, assets, or stock.
We retain Personal Data for as long as needed or permitted in light of the purpose for which it was collected. The criteria used to determine our retention periods and policies include:
Customers may make the following requests:
You may request to know whether we process your Personal Data and to access such Personal Data. You may request a copy of your Personal Data. format.
If you are a California Customer, you may also request the following information:
If you are a California Customer and have provided Personal Data to us, you may also request, once per calendar year, information about our disclosure of your Personal Data to third parties, for those third parties’ own direct marketing purposes. Such requests should be submitted to us at privacy@skitaos.com.
If you are a Delaware or Maryland resident, you may also request that we disclose to you the types of third parties to whom we disclosed your Personal Data. If you are an Oregon or Minnesota resident, you may also request that we disclose to you the types of Personal Data we process about you and the third parties to whom we have disclosed your Personal Data. If you are a Connecticut resident, you may also request that we disclose to you a list of the third parties to whom we sold your Personal Data.
You may request that we delete your Personal Data.
You may request that we correct inaccuracies in your Personal Data.
You may request to opt-out of the sharing of your Personal Data for behavioral advertising purposes.
You may request to appeal our refusal to take action on any request listed above within a reasonable period of time after you have received a notice that we have refused your request.
You can submit a request to privacy@skitaos.com. We may ask for information to verify your identity.
We process opt-out preference signals; however these signals only affect the opt-out preferences for the particular Internet browser or device you are using.
We may also collect data that does not directly identify you (“Other Data”). To the extent Other Data reveal your specific identity or is combined with Personal Data, we will treat Other Data as Personal Data.
Other Data includes:
When you use both desktop and mobile devices to access our website or use the Taos Ski Valley app (“App”), we may collect certain data through your browser or automatically through your device, such as your computer type, screen resolution, operating system name and version, device manufacturer and model, language, and Internet browser type and version.
We may also identify your IP address, a number that is assigned to the device that you are using by your Internet Service Provider (ISP). An IP address is identified and logged automatically in our server log files when a user accesses our website, along with the time of the visit and the pages that were visited. We use IP addresses to calculate usage levels, diagnose server problems and administer our online assets.
With your consent, we may collect the precise geolocation of your device by using satellite, cell phone tower, Wi-Fi signals, or other technologies. We will collect this data if you opt-in through the App or other program (either during your initial login or later) to enable location-related capabilities on your device, such as to show maps. If you have opted-in to share your location, the App or other program
When you visit our website at www.skitaos.com from a desktop or mobile device, we may collect and use cookies or other identifiers to serve you with personal advertisements for Taos Ski Valley and third-party products, via email, on our Website, or on other websites on the Internet; to measure how you interact with our Website; and to maintain your preferences. We do this primarily through cookies, which are pieces of data stored directly on the computer or mobile device that you are using. We do not currently respond to browser do-not-track signals.
We use four different types of cookies:
When you access our website at www.skitaos.com, you will have the opportunity to opt-in or opt-out of receiving different types of cookies on your device. You will also have the opportunity to opt-in to receiving marketing communications about the property you are visiting and other affiliated properties.
If you do not accept any cookies, we will not be able to recognize your computer. You will not receive advertising or other offers from us that are relevant to your interests.
There are several ways to manage cookies:
We may use Advertising Partners and other third-party advertising companies to serve advertisements on our Websites, Apps, and other websites regarding both TSVI and third-party goods and services that may interest you when you access and use the Websites.
We collect certain data when you download and use our App, such as App usage data, the date and time the App on your device accesses our servers, and what data and files have been downloaded to the App based on your device id. We use this data to ensure that the App functions properly.
If you use our automated or AI-powered chat functionalities, we collect the Personal Data that you submit to provide, improve, or develop the chat functionality, so we can better respond to your and other customers’ future interactions. If you choose to use our automated chat functionalities, you understand that TSVI and our third-party service providers will be using the information in the chat for quality and training purposes. If you do not wish to have your chat interactions used for these purposes, please do not use the chat features.
We may aggregate data that we collect, and this aggregated data will not personally identify you or any other user. We may also use both Personal Data and Other Data to divide customers into segments, or groups, to provide more relevant advertising, including third-party advertising.
If you no longer wish to receive marketing-related emails or text messages, you may opt out by replying “STOP”, “UNSUBSCRIBE”, or by following the instructions in any such email or text message you receive from us.
We seek to use reasonable organizational, technical, and administrative measures to protect Personal Data; however no data transmission or storage system can be guaranteed to be completely secure. If you have reason to believe that your interactions with us are no longer secure, please notify us immediately.
We may change or update this Privacy Policy from time to time. Revisions to this Privacy Policy will appear on this page with a new “Last Updated” date.
[THIS POLICY RELATES TO THE SPA SERVICES AND ANY OTHER SERVICE WHERE YOU COLLECT HEALTH DATA]
Customer Health Data “Customer Health Data” is Personal Data that is linked or reasonably linkable to a customer and that identifies the customer's past, present, or future physical or mental health status.
The Customer Health Data we may collect from you will depend on the context of your interactions with Taos Ski Valley.
Examples of Customer Health Data include:
TSVI collects, uses, and shares Customer Health Data with your consent, or as reasonably necessary to provide you with services you have requested or authorized, and for quality control and security purposes.
We may share Customer Health Data with the following categories of third parties:
We do not sell Customer Health Data, as defined in the Health Privacy Laws.