Here at, we take your privacy and security seriously. This Privacy Policy, along with our Cookies Policy, explains how we use and protect any personal data that we collect from you, or that you provide to us.

We want this policy to reassure you that we are completely committed to keeping your information safe, but if you have any questions you want to ask us, please email us at

When shopping with us and using this website, the data controller is

Changes to the policy

We may change our Privacy policy from time to time. If or when changes are made we’ll include them here, so be sure to check back occasionally.


When handling your personal data, we will always comply with the obligations set out in the Data Protection Act 1998 (the DPA) and the General Data Protection Regulation (the GDPR) from 25th May 2018. We also promise to do the following:

We’ll only collect and use your information where we have your permission to do so.

We’ll be transparent in our dealings with you and tell you how we’ll collect and use your information. If we collect your information for a purpose, we’ll only use it for that purpose, unless you’ve been otherwise informed and given your permission where relevant.

We won’t ask for more information than we need for the purposes for which we’re collecting it.

We’ll update our records when you tell us that your details have changed.

We’ll periodically review your personal information to ensure we don’t keep it for longer than is necessary.

We’ll ensure that your information is securely disposed of at the end of the appropriate retention period.

We’ll observe your rights under applicable privacy and data protection laws and will ensure that queries relating to privacy issues are dealt with promptly and transparently.

We’ll train our staff on their privacy obligations.

We’ll ensure we have appropriate physical and technological security measures to protect your information regardless of where it’s held.

How and why we collect your information

There are various ways in which we’ll collect information from you, such as:

When you book with us, online

When you register to create an account with us online

When you enter a competition or prize draw via social media or various outlets online

When you purchase or redeem a Gift Card

When you signup to receive emails from us online

When you start a purchase online but don’t complete it

When you write a product review

When you send us an email

When you talk to us on Facebook, Instagram, or any other social media channel

When you attend a skating session at our ice rink in Keel Square, Sunderland

The information we collect and how it’s used can include:

Your contact details (name, telephone number, email address, billing address, delivery address)

To send your tickets via email/ SMS

To discuss and send updates about your booking or purchase of a gift card

To discuss an enquiry or complaint with you

To carry out necessary fraud checks

To send you offers, news, inspiration and other updates (if you’ve opted in to these communications)

To send you an electronic copy of your booking/ receipt

To invite you to leave a review when you have had an experience at Sunderland Ice Rink

Your transactional and browsing details (purchased items, items you’ve saved to your ‘wish list’, items you’ve added to your bag, where you purchased)

To make product recommendations

To enhance and personalise your online shopping experience

To send you reminders about your booking

To meet our contractual obligations for things like refunds and change of date for your tickets

To inform you of events happening in your local area which one our group of companies maybe running.

To help us understand how you use our website

Your device details (IP address, location, device details)

To deliver the best online experience for your phone/laptop/tablet

To carry out necessary fraud checks

Your payment information (your payment card’s expiry date and last 4 digits). Your other payment details, such as card number and CV2, are taken by our secure payment gateway (Cybersource) and stored against a token which we use to process your payment without needing to know your card details.

To carry out necessary fraud checks

To process payments and refunds

Your interactions with us (emails and chat transcripts you have using our Live Chat service, phone calls you have with us)

To ensure we’re providing you with the best service possible

To assist with training and development of our people

To support with complaints

In addition to the data outlined above, we also use Cookies to gather anonymous information, which makes our website more efficient to use and helps us improve the quality of your shopping experience. This includes the use of a technology service called Hotjar, which collects behavioural and device data (e.g. how much time is spent on certain pages, device type, browser information etc.). Neither Hotjar nor we will ever use this information to identify individual users or to match it with further data on an individual user. All the Cookies we use do not contain any personal or confidential information. You can find out more by reading our Cookie Policy.

Sharing your information

We will never sell your personal information, but there are occasions where we need to share it with trusted third parties, in order to meet our obligations to you and provide certain services.

What types of third parties do we share your data with?

Insurance companies in the event of an accident

Fraud prevention services, to protect you and us from fraud

Payment providers who we partner with for payment services, such as Paypal

Any third party that requires us to disclose personal information in order to comply with legal, regulatory and statutory obligations, such as a law enforcement agency

If you tick the checkbox to agree to be contacted by us, we share your data with Sunderland BID Ltd and may contact you about similar events happening in Sunderland.

Please be assured that when we outsource any processes, we ensure that these companies have adequate security measures in place. We’ll also require them to comply with privacy principles as part of our contract with them.

How we store & protect your information

The security of your data is extremely important to us and we have various measures in place to ensure we’re doing all we can to protect it.

All details held in the ‘my account’ section of the website (for registered customers) are password-protected.

We serve all of our pages securely using the https secure technology to encrypt the data you enter and prevent unauthorised access.

We tokenise payment information to ensure this data isn’t accessible within our systems.

We also regularly test the robustness of our IT systems to identify any vulnerabilities.

We may monitor the use and content of emails and secure messages sent from and received by us, in order to detect the transmission of computer viruses and attempts to prevent this website or its services from working.

How long we keep your information for?

We’ll retain your information for as long as is required to carry out the relevant services it was collected for, or for as long as you keep your account with us.

There may be certain legal requirements for us to keep some data longer than this, but it will continue to be managed in accordance with this Privacy Policy.

Your rights

You have various rights over the personal information we hold about you.

You can request to access the data.

You can correct any incorrect or incomplete information we hold.

You can request that we delete, remove or stop processing your data.

You can withdraw your consent, or change your preferences, for Marketing communications.

If you wish to do any of these things you can contact our customer services team at

Opting our of Marketing Communications

You can opt out at any time by doing one of the following:

If you’re registered online, you can login to your account and change your preferences.

You can click the ‘unsubscribe’ link in any of our Marketing emails.

You can Contact Us using our online form, or email us at

If you have concerns about the way we handle your personal data, you can contact the Information Commissioners Office.

Comments and questions

We welcome any feedback you may have, so if you have any questions or comments about this Privacy Policy please contact our Data Protection Officer via the following details: