FEAR Scream Park Privacy Policy

Last updated: August 2026

Avon Valley Country Park Ltd, trading as FEAR Scream Park (“FEAR”, “we”, “us” or “our”), respects your privacy and is committed to protecting your personal information.

This Privacy Policy explains what information we collect, how and why we use it, who we may share it with, how long we keep it and the rights you have.

Avon Valley Country Park Ltd is the data controller responsible for your personal information.

Our Information Commissioner’s Office (ICO) registration number is ZA099987.

We process personal information in accordance with applicable UK data protection and privacy laws, including the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018 and the Privacy and Electronic Communications Regulations 2003 (PECR), as amended.

1. Information we collect

The information we collect depends on how you interact with FEAR.

It may include:

• your name and contact details, including your email address, postal address and telephone number;

• your age or date of birth where required;

• booking, ticket and transaction information;

• information about other people included in your booking;

• payment and transaction information;

• correspondence and enquiries you send to us;

• marketing and communication preferences;

• competition and survey responses;

• photographs or video where applicable;

• your IP address and information about the device and browser you use;

• information about how you use our website;

• cookie and tracking technology information and preferences; and

• other information you choose to provide to us.

Payment transactions may be handled by third-party payment providers. We do not necessarily receive or store your complete payment card details ourselves.

2. How we collect your information

We may collect information when you:

• visit our website;

• buy tickets or make a booking;

• contact us;

• sign up to receive marketing;

• enter a competition or complete a survey;

• interact with us on social media;

• attend FEAR Scream Park; or

• otherwise provide information to us.

Most information is provided directly by you.

We may also receive information from organisations that help us provide our services, such as ticketing, payment, marketing and technology providers, or from the person making a booking on your behalf.

3. How we use your information

We may use your personal information to:

• process and manage ticket purchases and bookings;

• take payments and issue refunds where appropriate;

• provide the services you have requested;

• communicate with you about your booking or visit;

• respond to questions and customer service enquiries;

• operate, understand and improve our website and services;

• keep our website, customers and business secure;

• prevent and investigate fraud or misuse;

• administer competitions, promotions and surveys;

• understand how visitors interact with our website;

• measure the effectiveness of our marketing and advertising where permitted;

• send marketing communications where we are permitted to do so;

• comply with our legal obligations; and

• establish, exercise or defend legal claims.

We may also use anonymised or aggregated information for statistics, research and improving our events, website and services.

4. Our lawful bases

UK data protection law requires us to have a lawful reason for using your personal information.

Depending on what we are doing, we may rely on:

Contract

Where we need your information to process a booking or ticket purchase, or to provide a service you have requested.

Legal obligation

Where we need to use or retain information to comply with the law.

Legitimate interests

Where using your information is reasonably necessary to operate, protect or improve our business and services, provided your rights and interests do not override ours.

This may include customer service, fraud prevention, website security and improving our services.

Consent

Where you have given us permission to use your information for a particular purpose.

This may include certain marketing communications and the use of certain website tracking and advertising technologies.

Where we rely on your consent, you can withdraw it at any time.

5. Marketing

We may send you news, offers and information about FEAR Scream Park and other relevant Avon Valley events or services where you have agreed to receive them or where we are otherwise permitted to do so by law.

You can stop receiving marketing emails at any time by clicking the unsubscribe link at the bottom of an email or by contacting us.

If you unsubscribe from marketing, we may still need to send important service communications relating to an existing booking or purchase.

6. Cookies and other website technologies

Our website uses cookies and other technologies which may store information on, or access information from, your device.

These technologies can include cookies, pixels, scripts, tags and similar technologies.

We use these technologies for purposes which may include:

• operating and securing our website;

• remembering preferences;

• understanding how visitors use our website;

• identifying and fixing website problems;

• measuring website performance; and

• measuring and supporting our advertising and marketing.

Some technologies are necessary for our website or a service you request to function.

Other technologies, particularly those used for advertising, tracking or profiling, may require your consent before they can be used.

Where consent is required, we will provide appropriate controls so that you can make choices about the use of those technologies.

More detailed and current information about the technologies used on our website and the choices available to you can be provided through our cookie information and preference controls.

7. Analytics

We use analytics technologies, including Google Analytics, to help us understand how visitors interact with our website.

This may include information about:

• pages visited;

• how visitors navigate through the website;

• how long visitors spend on the website;

• browser and device information;

• approximate location information;

• how visitors arrived at our website; and

• website performance.

We use this information to understand and improve our website and services.

Where our use of analytics requires consent, we will obtain that consent before using the relevant technologies.

Where applicable law allows particular analytics technologies to be used without consent for statistical purposes, we will only rely on that exception where its requirements are satisfied, including providing appropriate information and a simple means of objecting.

8. Advertising and social media technologies

We may use advertising and social media technologies, including technologies provided by Meta, to understand the effectiveness of our advertising and how people interact with FEAR following an advertisement.

These technologies may involve information about your device, browser, interactions with our website and advertisements.

Advertising and social media tracking technologies that require consent will only be used where the necessary consent has been obtained.

Third-party providers may process information they receive in accordance with their own privacy policies.

9. Who we share information with

We may share personal information with trusted organisations that help us operate FEAR and provide our services.

These may include:

• ticketing and booking providers;

• payment processors;

• website and hosting providers;

• IT and cloud service providers;

• email and marketing platforms;

• analytics providers, including Google where applicable;

• advertising and social media providers, including Meta where applicable;

• professional advisers, insurers and auditors;

• security and fraud-prevention providers; and

• other suppliers providing services on our behalf.

Where another organisation processes personal information on our behalf, we require appropriate data protection and security arrangements.

We may also disclose personal information where required by law, to regulators or law-enforcement authorities, to protect the safety or rights of others, or in connection with the sale or restructuring of our business.

We do not sell your personal information.

10. International transfers

Some of the technology and service providers we use may process personal information outside the UK.

Where personal information is transferred internationally and UK data protection law requires additional protection, we use an appropriate legal mechanism designed to protect that information.

This may include transferring information to a country recognised by the UK as providing adequate protection or using approved contractual safeguards.

11. How we protect your information

We use appropriate technical and organisational measures designed to protect your personal information against loss, misuse, unauthorised access, alteration or disclosure.

These include appropriate access controls, secure systems and procedures, and protections used by service providers processing information on our behalf.

12. How long we keep your information

We only keep personal information for as long as reasonably necessary for the purpose for which it was collected and to meet relevant legal, accounting, tax, insurance or reporting requirements.

Different types of information may therefore be retained for different periods.

When information is no longer required, it will be securely deleted, destroyed or anonymised in accordance with our retention procedures.

13. Your rights

Depending on the circumstances, you may have the right to:

• ask for a copy of the personal information we hold about you;

• ask us to correct inaccurate or incomplete information;

• ask us to delete your information;

• ask us to restrict how we use your information;

• object to certain uses of your information;

• object to direct marketing at any time;

• receive certain information in a portable format; and

• withdraw consent where we rely on your consent.

These rights do not apply in every situation and there may be circumstances where the law allows us to continue using or retaining information.

Your right to object

You have the right to object to our use of your personal information where we rely on legitimate interests in certain circumstances. You also have the right to object to direct marketing at any time.

To exercise any of your rights, please contact us using the details below.

We may need to ask for information to confirm your identity before dealing with your request.

14. Children

FEAR Scream Park has age recommendations and restrictions which may vary between experiences.

Where we knowingly collect personal information relating to a child or young person, we take additional care when handling that information and obtain appropriate permission where required.

If you believe a child has provided personal information to us inappropriately, please contact us.

15. Other websites and social media

Our website may contain links to websites operated by other organisations.

We are not responsible for how those websites collect or use personal information. We recommend reading their privacy information before providing personal information to them.

If you interact with FEAR through a social media platform, the platform provider may also collect and use information about you under its own privacy policy.

Please avoid posting sensitive or private information publicly on our social media pages.

16. Data protection complaints

If you are concerned about how we have used your personal information, please contact us so that we can investigate.

You can make a data protection complaint using the contact details below. Please make it clear that your message is a data protection complaint.

We will acknowledge a data protection complaint within 30 days, take appropriate steps to investigate it without undue delay and tell you the outcome.

You also have the right to complain to the Information Commissioner’s Office (ICO), the UK’s data protection regulator.

Further information is available at ico.org.uk.

17. Changes to this Privacy Policy

We may update this Privacy Policy from time to time to reflect changes to our website, services, suppliers, business practices or legal requirements.

The latest version will be published on our website and the date at the top of this page will show when it was last updated.

18. Contact us

If you have questions about this Privacy Policy, want to exercise your data protection rights or want to make a data protection complaint, please contact:

Avon Valley Country Park Ltd
trading as FEAR Scream Park

Avon Valley Adventure Park
Pixash Lane
Keynsham
Bristol
BS31 1TP

Email: helpdesk@avonvalley.co.uk

You can also contact us through the contact form on the FEAR Scream Park website.