Sadler’s Wells Trust Limited (“Sadler’s Wells”) is a company limited by guarantee incorporated in England and Wales (Company No 1488786) with registered offices at Sadler’s Wells, Rosebery Avenue, London, EC1R 4TN.

Sadler’s Wells Trust Limited is a charity registered with the Charity Commission for England and Wales (No 279884).

We are registered on the Information Commissioner’s Office Data Protection Register, and are the Data Controller for the personal data that we hold and process.

We sell tickets, merchandise and streaming/video on-demand through the website sadlerswells.com, as well as selling and having performances at Sadler’s Wells Theatre and Lilian Baylis Studio in Angel, and the Peacock Theatre in Holborn. From time-to-time we may also host performances at other venues or temporary performance spaces.

If you have any further questions about this policy or any of our data processing activities please contact us, details are available on our feedback page.

The personal data we collect process or use is treated securely and in accordance with this Privacy Policy, the UK Data Protection Act 2018, and the Privacy and Electronic Communications Regulations 2003 (PECR), as amended.

We collect information about you in the following ways:

From you directly

Most of the information about you we get from you directly, usually in the course of you purchasing something from us (like a ticket), by joining one of our marketing lists, applying for one of our work opportunities, or giving us feedback. We collect data directly from you when you:

• Purchase tickets/merchandise/access to video content from us
• Join one of our membership schemes
• Make a donation
• Sign up to our marketing lists
• Apply for one of our work opportunities
• Respond to one of our surveys
• Raise a query or give us feedback

This may happen via our website, over the phone, or in person. We also get data from you if you take part in any surveys we may send you so we can learn more about you and your interests – however responding to these is optional.

From your use of our services

When you use our services we record details of this and the outcome, for example we retain a record of the things you have purchased from us, any donations you’ve made, and any memberships you may have had. When you visit our website or make a booking online we will also make a note of how you access our website (e.g. from a computer, or a mobile device), and what parts of our website you use, using “cookies” – our cookie policy has more information on this. We collect data about your use of our services when you:

• Visit one of our websites (sadlerswells.com, vacancies.sadlerswells.com)
• Purchase something from us (via our website, over the phone, or in person)
• Join one of our membership schemes (via our website, over the phone, or in person)
• Make a donation (via our website, over the phone, or in person)
• Sign up to our marketing lists
• Respond to one of our surveys

On our website we (as many organisations do) use programmatic advertising – this means that if you look at details for a show on our website you are more likely to see online adverts for this show when you visit other sites that use the same advertising platforms as us. We use information about your use of our services to offer assistance if we think it would be helpful – for example, if you start to purchase something on our website and are then not able to complete the purchase we may send you an email to offer help.

From your interaction with us on social media

If you interact with us on social media (for example to make a comment or ask a question), we may record the details of this interaction, particularly if you give us your personal data in relation to a booking query. Depending on your settings or the Privacy Policies of social media platforms you may be giving third parties (like ourselves) permission to access information from those accounts or services. Our access to information from social media platforms is governed by the preferences you have set and the platforms’ polices. If you have any queries about their use of your data you should read their Privacy Policies:

• Meta (Facebook)
• Meta (Instagram)
• X (formerly Twitter)
• Google (for YouTube)
• Pinterest
• LinkedIn

We also collect and track anonymised data on our social media audiences to better understand the ‘groups’ of people who engage with us online. We use this to ensure we engage with audiences and groups of people who are new to us.

From third parties

We may be given information about you by third parties that you have given your information to; for example if you purchase interval drinks via our app provider, see one of our shows on tour, book through a ticket agent, or make a donation to us through a donation portal. You should check the Privacy Policy of the third party to fully understand how they will use your data and how it will be shared with us. These are the ways that a third party may give your data to us:

Our shows on tour

If you watch any of our shows on tour and book with the hosting venue they may ask if you are happy for your details to be passed on to us. If they do send the data to us we will contact you within 30 days to let you know it’s been given to us.

Ticket agents

If you book a ticket to one of our shows via a ticket agent they will pass on some of your details to us so we can process your order and identify you should you have a query. We will not use these details for any marketing or fundraising communications unless we have your consent directly from you.

Fundraising sites

If you donate to us by using fundraising sites such as JustGiving or Virgin Money Giving they may also pass on some of your details to us.

From “public sources”

We will sometimes use data from other publicly published sources and combine this with what we already know about you. We will only do this in relation to our fundraising activity, and only in order to ensure that any fundraising approaches that we make are appropriate to what we believe is within your inclination and capacity to donate. We will only contact you with a fundraising approach or with an invitation to an event if we have your clear consent to do so. Our fundraising processes are consistent with the Fundraising Regulator’s Code Of Fundraising Practice. The sources that we may use will be publicly available and can usually be found through search engines like Google. Examples of the types of information we may be able to obtain:

• Your biography on your employer’s website
• Information published in mainstream media
• Publicly published donor lists from other charities/arts organisations
• Information from sources like Companies House or The Charities Commission.

We may also obtain information about you from individuals working on our behalf such as our development board.

We aim to collect the smallest amount of data about you that we need in order to either provide a service to you, or to meet our charitable aims. The exact data that we collect will depend on how you engage with us as an organisation- for example, we will collect different data if you join one of our marketing lists compared to purchasing a ticket.

Your name, contact details, and requirements

We will record on our systems your name(s) and how you would like to be addressed, and details of how we can contact you (e.g., address, email). We will also make a note of any information you give us if you have access needs, or if you book food with us and have any dietary requirements.

These are the details that we may record about you:

Your name

• • Your first name, last name, and any middle names/initials
  • Your preferred title/honorific (Mr/Miss/Mrs/Ms/Dr/Mx)

Your contact details

• • Your email address
  • Your postal address(es)
  • Your phone number(s)

Your requirements

• • Any access requirements
  • Any dietary requirements (if booking food)

Transactional details

When you purchase something from us or make a donation, we will record details of the payment method, and any Gift Aid declaration you make. We do not retain your full payment card details on our CRM systems, for more details on this please see under “Special types of information” below.

When you purchase something from us these are the transaction details that we will use:

If paying by card

• • Your payment (credit/debit) card details (these are not retained)
  • Your payment card billing address

If paying for a membership by Direct Debit

• • Bank account number and sort code
  • Bank name and branch details

For all purchases

• • Your Gift Aid preferences / declaration

Your interests/preferences

Our systems retain the history of the shows you have purchased tickets for, and the types of show you tend to purchase. If you interact with us on social media, those platforms may give us details of your interests and preferences – you should check their Privacy Policies for details of what they share with us.

These are the interests and preferences that we may record:

When purchasing a ticket

• • Show name
  • Show venue (e.g., Sadler’s Wells, The Peacock Theatre, or a venue on tour)
  • Show genre (e.g., ballet, contemporary, tango)
  • Type of ticket purchased (e.g., group or discount)

When purchasing access to video content

• • Show name
  • Show genre (e.g., ballet, contemporary, tango)

Social media

If you interact with us on social media, these are the items that may be given/visible to us:

• • Your social media handle/name/avatar
  • Details of other pages/accounts you have “liked” or “favorited”
  • Details of your preferences
  • Any other information that you have made public – which may include contact information

Your interactions with us

We may retain any correspondence that we get from you, whether that’s in the post or via electronic means such as email. We may also make a note of any conversations we have with you, either in person or over the phone – in particular in relation to any queries or feedback. If you give us consent to send you email for marketing or fund-raising purposes we will note if you open these emails, or click any links within them.  We do this in order to assess the effectiveness of our emails. If you respond to one of our surveys we will note that you responded – but your survey responses will not be linked to you as an individual. 

These are the types of interactions that we record on our systems:

When you use our website

• • The public IP address of the internet connection you are using to access our website (including geographic location)
  • The type of device you use to view our website (e.g., PC, mobile, its screen size, browser information, etc.)
  • Which pages you visit on our site (e.g., which show details you have looked at)
  • How much time you spend on each page and on our site in total
  • If you have an account on our system and login, your email address

When purchasing a ticket

• • Show name
  • Show venue (e.g., Sadler’s Wells, The Peacock Theatre, or a venue on tour)
  • Show genre (e.g., ballet, contemporary, tango)
  • Type of ticket purchased (e.g., group or discount)

When attending an event/show

• • Details of your registration/attendance

When responding to a survey sent by us

• • The date that you responded to the survey

If you have given us your consent to send marketing or fundraising emails

• • Which emails you have received
  • If you opened the email, when, and on what type of device (e.g.: PC, mobile)
  • Which links (if any) in the email you click

Your connections to other people

If you participate in a workshop or event, we may give you the opportunity to give us details of who should be contacted on your behalf in the event of an emergency. At your request, we will link your account on our systems with the account of other people living at the same address as you. Below are the details of your connections to other people that we may record on our systems:

Account linking and “households”

If you ask us to we can link your account on our systems to another account of someone living at the same address.

This will enable both of you to make bookings as if they are under the same account – so if one of you has joined one of our membership schemes both of you can use those benefits.

We will also use the information about this link to assist us with learning more about our audiences.

Some of the information that you give us, due to its nature, has more potential to cause harm if not handled correctly. Data protection law recognises that certain categories of personal information are more sensitive. This is known as “special category” data and covers health information, race, religious beliefs and political opinions.

We do not routinely collect special category data unless there is a clear reason for doing so – such as health details when taking part in a workshop or when submitting an application for our work opportunities. Any special category data we have about you we will only use if you have agreed to give it to us, and we’ll only use it for the purposes we told you about at the time we collected the data.

This is the special category data that we might request:

Health data

If you participate in an event or class or where we need this information to ensure that we provide appropriate facilities or support (for example recording any health conditions if you participate in a workshop), we will ask you for the relevant details – which you can decline to give us.

Diversity monitoring

We do send out surveys to assist us with our diversity monitoring, and we are required to report on this as part of our funding. These surveys will request some special category data but supplying this is optional. Any survey responses are anonymised and not linked to individual customer records. We occasionally use external agencies for this monitoring, if we do we will receive the information as anonymised, aggregated data.

Payment card information

We only collect payment card details for the purposes of processing a single transaction, or recurring transactions that have been pre-agreed and authorised by you. Card details are not retained on our systems, they are held by our payment processor on our behalf. We only have access to partial payment card details to enable us to respond to queries and track transactions.

Paying by card

If you use your payment card (credit or debit) to purchase something from us (either through our website, in person, or over the phone), we will ensure that this is done securely and in accordance with the Payment Card Industry Data Security Standard. You can find out more information about PCI DSS here.

We do not store full card details on any of our systems. For the majority of transactions our payment processor will give us a transaction reference number, partial card details and a token representing your card details that we can use for refunds and any future payments/recurring payments authorised by you. This token is not your actual card number, it’s a unique reference number that can only be used by ourselves when you make a payment with us – if stolen it can’t be used elsewhere.

We will only use these tokens to process any agreed refunds, or payments/recurring payments where we have your authorisation to do so.

We collect and use your data for a variety of reasons.

To provide a service to you

Some of the data we have about you we need in order to provide a service to you – such as when you purchase a ticket, sign up to one of our marketing lists, or apply for one of our work opportunities. Some information we request is not compulsory (such as your mobile phone number when purchasing a ticket), but if you do give it to us it enables us to offer further services (such as sending you e-tickets, or contacting you if a show has to be cancelled at short notice). If you do not wish to provide some of these details to us (in particular your email address, which is used to uniquely identify you on our systems) you will not be able to create an account for online ticket sales – but you can still purchase tickets over the phone by calling Ticket Office on +44 (0)20 7863 8000, or by visiting in person.

Services we provide, and the data we use to do so:

Selling tickets, memberships, video access & other merchandise

Processing applications for work opportunities

If you apply to one of our vacancies via vacancies.sadlerswells.com, this is the data that we will use:

• Your email address
• Your postal address
• Your telephone number
• Your preferred title/honorific (Mr/Miss/Mrs/Ms/Dr/Mx)
• Your first name, last name, and any middle names/initials
• Any other data entered by you on a form or page

To communicate with you about our work

With your consent, we will use your contact details to let you know about upcoming performances that we think you might be interested in.

For everything we do with your data (or the data we have about you) we need to have a legal reason. 

Below are the legal justifications that we use.

Things we do for legal or contractual purposes

Some of the use of your data enables us to fulfil an obligation to you – for example if you apply to work with us we will need your contact details to let you know about the progress of your application. Other things we do enable us to meet a legal requirement that we are under – for example, recording details of Gift Aid declarations for HMRC.

Companies your data may be shared with

We engage third-parties to assist us with some of our data capture and processing – these companies will only use your data for things that we have instructed them to do on our behalf. These companies may be based outside the UK or Europe.

We will also ask if you are happy for us to transfer your contact details to the company whose work you are seeing, to allow them to communicate with you directly. We may also share your pseudonymised purchase history with the company whose work you are seeing, for their own research purposes. They may ask us to send you an email on their behalf to invite you to participate in a survey – if you take part in this survey they may be able to link your responses to the purchase histories we have given them.

We do not sell or trade your personal data to third parties for any purpose.

Here are the companies that process data on our behalf, what they do for us, and the types of data they process:

Sending emails (marketing and transactional) & SMS (text messages) on our behalf

Data these companies process for us:

• Your email address
• Your phone number
• Your preferred title/honorific (Mr/Miss/Mrs/Ms/Dr/Mx), your first name, last name, and any middle names/initials

Processing online sales & CRM

Data these companies process for us:

• Your email address
• Your preferred title/honorific (Mr/Miss/Mrs/Ms/Dr/Mx), your first name, last name, and any middle names/initials
• Payment card details
• Your card billing address
• Your postal address(es)
• Your phone number(s)
• Any access requirements
• Any dietary requirements (if booking food)
• Your Gift Aid preferences / declaration
• Bank details for Direct Debits

Sending e-tickets

Data these companies process for us:

• Your email address
• Your preferred title/honorific (Mr/Miss/Mrs/Ms/Dr/Mx), your first name, last name, and any middle names/initials
• Your phone number(s)

Crowd Engage also offer the option of purchasing refreshments and merchandise directly through their system.

Virtual waiting room/queue

Data these companies process for us:

• Your email address (if optionally entered to save your place in the queue)

Sign-up and competition forms, surveys, and form processing

Data these companies process for us (depending on form used and data entered):

• Your email address
• Your preferred title/honorific (Mr/Miss/Mrs/Ms/Dr/Mx), your first name, last name, and any middle names/initials
• Your postcode
• Your postal address(es)
• Your phone number(s)
• Access requirements
• Dietary requirements
• Survey responses (which may include sex and/or gender, age, ethnicity, health data, postcode, etc, if optionally given)

Processing card payments

Data these companies process for us:

• Payment card details
• Your card billing address (if provided)

Processing Direct Debit instructions

Data these companies process for us:

• Bank details (bank address, account number, sort code)
• Name of account holder
• Account holder’s address

Postcode lookup & address validation

Data these companies process for us:

• Your postcode
• Your postal address

Printing direct mail (brochures)

Data these companies process for us:

• Your preferred title/honorific (Mr/Miss/Mrs/Ms/Dr/Mx), your first name, last name, and any middle names/initials
• Your postcode
• Your postal address

We will on occasion use different companies for one-off mailings – however we will always select a reputable direct mail company.

Printing membership cards

Data these companies process for us:

• Your preferred title/honorific (Mr/Miss/Mrs/Ms/Dr/Mx), your first name, last name, and any middle names/initials
• Your membership level & expiry

Providing us with audience analytics, segmentation and data insights

Data these companies process for us:

• Your email address
• Your preferred title/honorific (Mr/Miss/Mrs/Ms/Dr/Mx), your first name, last name, and any middle names/initials
• Your postal address(es)
• Your phone number(s)
• Your purchase and donation history

Providing us with website performance/analytics & cookie-based programmatic advertising services

Company details are listed on our cookie policy.

Data these companies process for us:

• Your IP address
• Details of the device you use to access our website (browser details, etc.)

Providing us with programmatic advertising services

Data these companies process for us:

• Your IP address
• Details of the device you use to access our website (browser details, etc.)
• Your email address
• Your pseudonymised purchase history with us

Providing us with backup and disaster recovery services

Data these companies process for us:

• All personal data on our systems

Providing us with applicant tracking services and recruitment

Data these companies process for us:

• Applications for work opportunities and any data submitted during that process

For financial and technical reasons some of the suppliers we use will transfer and process the data we give them in datacentres that are outside the UK or European Economic Area (EEA).

When we select a service supplier based outside the UK/EEA we take steps to ensure suitable safeguards are in place to protect your personal information, such as using suppliers that have contract terms approved by the UK/EU.

As an international venue we also work with companies that are outside the UK/EEA – however we will only share your data with them with your express consent (requested at the time of purchase).

These are the suppliers that we use that are based outside the UK/EEA, and the privacy safeguards we have in place to ensure that your data is processed on an equivalent basis to European law:

Suppliers that process data in approved countries

The suppliers below may process data on our behalf in data centres based in a country that the ICO has agreed provide an adequate level of protection for personal data.

Suppliers that comply with the EU-US Data Privacy Framework program and UK Extension

The suppliers below may process data on our behalf in data centres based in the United States, in compliance with the Data Privacy Framework program (and the UK Extension) to ensure data protection that is consistent with UK law.

Suppliers that use “model contracts” or “standard contractual clauses”

The suppliers below process data on our behalf by using standard contractual clauses in their agreement with us that have been approved by the ICO or EU.

Your data will be kept only for as long as needed for the purposes that it is used for.  Exactly how long will depend on what we are using the data for, and on your level of engagement with our services.

For example, if you sign up to one of our marketing lists and we notice that you have not opened any emails from us for an extended period we may email you to ask if you would like to keep hearing from us.  If you do not respond, we will then stop sending you emails, but we will keep any account that you have on our systems open and available to you.

If you have an account on our systems for making purchases we will retain your details for seven years after the most recent purchase, or one year if there are no purchases – unless you have also opted in to receive emails from us and we can see you are opening those emails.  We will contact you before closing your account to let you know.

Here are the details of how long we’ll keep your data for:

Marketing lists

If you sign up to one of our marketing lists but haven’t made a purchase with us (so you don’t have an account on our systems), we will retain your details for as long as we still have your ongoing consent and can see that you are engaging with the emails we send you (opening them or clicking links).

If we notice that you have not opened marketing emails from us for an extended period, we may email you to ask if you would like to keep hearing from us. If you do not respond after a month, we will then send you one final email to say that we will stop sending you emails, and we will update our systems to show that we do not have your consent to send you those emails.

If we no longer have your consent we may retain your details on a suppression list to ensure that we continue to comply with your wishes.

Your account on our systems

If you have an account on our systems for making purchases (either created by yourself via our website, or created by us on your behalf when you make a purchase over the phone or in person), we will retain your details for seven years after the most recent purchase or donation, or one year if there are no purchases.

If your account is linked to another account (a “household”) we will retain all linked accounts if there is recent activity on any of them. If you are signed up to one of our marketing lists, we will keep your account on our systems active regardless of your purchasing activity until such time that we no longer have your consent (see “Marketing Lists” above).

If we are about to remove your details from our systems we will contact you to let you know and to give you the opportunity to have the account remain as it is.

Website analytics data

We use various services to provide us with statistics about how people use our website. The data that they provide us is not used to identify any particular visitor to our website.  Full details of our providers and links to their Privacy Policies (which outline retention periods)  are available in our cookie policy.

Applications for work opportunities

The application tracking system we use retains personal data for 12 months, at which point it is automatically deleted.

Feedback

Any feedback you give to us, either via email, post or verbally we will note in your account on our systems. This will be retained as outlined above.

As well as the right to be informed about the data we collect and what we use it for (which this Privacy Policy outlines), you also have several other rights under data protection regulations.

Right Of Access

You have a right to ask if we hold information about you, and if we do you have a right to request a copy of that data.

Right of Rectification

You have a right to correct any information that we have about you that is incorrect.