Last Updated: July 2, 2026
Modern Valet, LLC, a California limited liability company (“Company,” “we,” “us,” or “our”), operates the Valet Guide platform, a valet parking and vehicle services platform (“Service”). This Privacy Policy describes how we collect, use, disclose, and safeguard your information when you use our Service, including our website, mobile-accessible guest portal, and related services.
If you are a California resident, please see Section 8 for additional disclosures required under the California Consumer Privacy Act, as amended by the California Privacy Rights Act (“CCPA”).
We use the information we collect for the following purposes:
We do not use guest or operator information for marketing or promotional purposes. We do not sell or rent your information. All routine communications with you are transactional; the only non-transactional category we send is the legal-update notice described above. For our business development and sales outreach practices (which involve a separate category of business contacts, not guests or operators), see Section 4a.
We do not sell, rent, or trade your personal information. We do not share your personal information for cross-context behavioral advertising.
We share information only in the following circumstances:
Processing locations. All service providers listed above process personal information on infrastructure located in the United States. We do not target the Service to individuals outside the United States, but if you access the Service from outside the United States, your personal information will be transferred to, and processed in, the United States. By using the Service from outside the United States, you consent to that transfer.
We send two categories of email and no others:
Unsubscribing. Legal-update notices include a one-click unsubscribe link. You may also be added to our email suppression list automatically if the email delivery provider records a hard bounce or spam complaint against your address, or by contacting privacy@valetguide.com and asking to be suppressed.
Important consequence of unsubscribing. Our email suppression list is platform-wide, not per-category. If you unsubscribe or are otherwise suppressed, you will not receive future platform email of any kind to that address, including transactional email such as receipts and ticket confirmations. Your in-portal transaction summary and the receipt issued by our payment processor remain available regardless of email status. You may resubscribe at any time by emailing privacy@valetguide.com with the subject line “Resubscribe.”
We do not send marketing email to guests or operators using the Service. For outreach to business prospects, see Section 4a.
By providing your phone number to the valet operator at check-in and consenting to receive SMS, you agree to receive transactional text messages related to your valet service from Valet Guide. Message and data rates may apply.
We will not send marketing or promotional messages via SMS to guests or operators using the Service. Your consent to receive transactional SMS is not a condition of purchasing any goods or services. Opting out of SMS is platform-wide: a single STOP applies across all locations and tenants on the platform. For SMS outreach to business prospects, see Section 4a.
For full SMS terms and TCPA disclosure, see our SMS Terms.
This section describes our practices for collecting and using personal information of business contacts - employees and representatives of hotels, restaurants, hospitals, casinos, country clubs, event venues, and valet operators - whom Modern Valet contacts for business development purposes. These individuals are potential customers, not guests using the valet service or operators managing locations on the platform. Their data is processed at the platform layer and is not associated with any tenant.
We do not sell business-contact personal information, and we do not “share” it for cross-context behavioral advertising. Business contacts have the same privacy rights as the consumers described in Section 8 of this Policy, including the rights to know and access, to delete, to correct, to opt out of any sale or sharing, and to non-discrimination for exercising those rights. You may exercise these rights as described in Sections 8 and 9, or by emailing privacy@valetguide.com.
When we identify a business as a potential customer, we may collect the following information about contacts at that organization from public sources (for example, business directories, a business’s own website, and publicly visible signage), from third-party business-data or list-enrichment providers where applicable, or directly from a contact when they engage with us:
Where we obtain business-contact information from a third-party data or enrichment provider, that provider is contractually restricted from continuing to use or onward-sell the information for the purposes of our outreach, and we do not authorize any onward sale of it.
We use business contact information solely for business development and sales outreach for the Modern Valet platform:
We disclose business-contact information only to service providers and contractors that perform these functions for us, for example our email delivery provider and our AI-voice and SMS provider, each of which is contractually bound under the CCPA/CPRA to use the information solely to provide services to us and not for its own purposes. These disclosures are not a sale or a share.
Business contacts may opt out of all outreach at any time:
Suppression is permanent unless affirmatively reversed at the contact’s request. Our outreach suppression list is cross-checked against the platform-wide email suppression list and SMS block list, so a single opt-out via any channel is honored across all Modern Valet outreach.
We retain active business contact records for as long as there is a legitimate business development basis to do so, and delete or anonymize them upon written request. Even after we honor a deletion request, we retain a minimal suppression record (a one-way hash of the email and/or phone number) together with the related consent and compliance-audit records. We do so as permitted by the CCPA deletion exceptions (Cal. Civ. Code §1798.105(d)), specifically to comply with a legal obligation (our TCPA and CAN-SPAM recordkeeping) and to honor your own request not to be contacted, and we do not use these retained records for any other purpose. Suppression entries are retained to prevent inadvertent re-contact. Compliance audit records (the append-only log of every guardrail evaluation) are retained for 2 years and may not be deleted before expiry, as they constitute our legal record of TCPA and CAN-SPAM compliance posture. See also the data retention table in Section 5.
We retain your personal information only for as long as necessary to fulfill the purposes described in this Privacy Policy. Specific retention periods are as follows:
| Data Category | Retention Period |
|---|---|
| Active service data (ticket, vehicle, contact info) | 90 days after service completion |
| License plate crop images (used for vehicle identification) | Up to the location’s dispute window (default 180 days) |
| Full vehicle photos | 30 days after service completion |
| Media flagged in an active dispute | Retained until the dispute is resolved, plus 30 days |
| Payment and transaction records | 7 years (as required by tax and financial regulations) |
| Audit logs | 2 years |
| Session tokens and authentication data | Automatically expire; deleted within 30 days of expiration |
| Email suppression list entries | Retained for the life of the platform unless you resubscribe |
| Business contact records (sales leads) | Until opt-out or deletion request, or 3 years after last outreach attempt (whichever is earlier) |
| Outreach consent records | Life of the consent plus 3 years (retained as legal record of TCPA basis) |
| Outreach compliance audit records | 2 years (append-only; may not be deleted before expiry) |
| Business contact suppression entries | Retained for the life of the platform to prevent re-contact |
The “dispute window” is a per-location setting configured by the Operator. The platform default is 180 days, which is the upper bound for routine plate-crop retention; some Operators configure shorter windows. After the applicable retention period, personal information is either permanently deleted or irreversibly anonymized. Anonymized data that can no longer identify an individual may be retained indefinitely for operational analytics.
We implement commercially reasonable technical and organizational measures to protect your personal information, including:
No method of electronic transmission or storage is completely secure. While we strive to protect your information, we cannot guarantee absolute security. In the event of a data breach affecting your personal information, we will notify you as required by applicable law.
The Service is not directed to individuals under the age of 16. We do not knowingly collect personal information from children under 16. If we become aware that we have inadvertently collected information from a child under 16, we will take steps to delete it promptly. If you believe we have collected information from a child, please contact us using the information in Section 11 below.
If you are a California resident, you have the following rights under the CCPA:
The following table describes the categories of personal information we have collected in the preceding 12 months:
| Category | Examples Collected | Source | Business Purpose | Shared With |
|---|---|---|---|---|
| A. Identifiers | Phone number, email address, IP address | Directly from consumer; automatically | Provide service; send notifications; security | SMS provider, email provider, auth provider |
| B. Personal information (Cal. Civ. Code §1798.80) | Name (if provided), phone number, payment card (last 4 digits via processor) | Directly from consumer; payment processor | Provide service; process payments | Payment processor |
| D. Commercial information | Transaction records, service history | Generated from service activity | Provide service; process payments; recordkeeping | Payment processor |
| F. Internet or electronic network activity | Browser type, device identifiers, interaction data | Automatically via guest portal | Security; functionality | Hosting provider, error-monitoring provider (redacted) |
| G. Geolocation data | Service location (based on check-in location) | Inferred from service location | Provide service | Valet operator |
| L. Sensitive personal information: Vehicle identification | License plate number | Directly from consumer; LPR technology | Vehicle identification for service delivery | LPR provider, valet operator |
We do not collect Categories C (protected classifications), E (biometric), H (sensory data), J (education), or K (inferences for profiling).
Business contacts (sales prospects). In addition to the above, we collect the following categories from business contacts for sales outreach purposes (see Section 4a):
| Category | Examples Collected | Source | Business Purpose | Shared With |
|---|---|---|---|---|
| A. Identifiers | Business email address, business phone number, IP address (from consent forms) | Public sources; directly from business contact (consent/opt-out forms) | Sales outreach; opt-out / suppression | Service providers / contractors only (email, AI-voice/SMS); no sale or share |
| B. Personal information (Cal. Civ. Code §1798.80) | Contact name | Public sources | Sales outreach personalization | Service providers / contractors only (email, AI-voice/SMS); no sale or share |
| I. Professional or employment-related information | Business name, job title, valet operation type | Public sources | Lead qualification; contract routing | None |
To exercise any of these rights, submit a request by emailing privacy@valetguide.com with the subject line “CCPA Request.” Include sufficient information for us to verify your identity (phone number or email used at check-in, approximate date of service).
Because we operate the consumer-facing Service exclusively online and have a direct relationship with you through the guest portal, we provide email as the sole designated method for CCPA requests, consistent with California Code of Regulations, Title 11, §7020(d).
We will acknowledge your request within 10 business days and respond substantively within 45 calendar days. If additional time is needed, we will notify you of the extension (up to an additional 45 days) and the reason.
To protect your personal information, we will verify your identity before fulfilling your request. We will match the information you provide (phone number, email, date of service) against our records. We will not require you to create an account to submit a request. If we cannot reasonably verify your identity, we will explain why and what additional information is needed.
You may designate an authorized agent to submit a CCPA request on your behalf. Authorized agents must provide written authorization signed by you. We may also require the authorized agent to verify their own identity and may contact you directly to confirm the request.
We do not sell your personal information. We do not share your personal information for cross-context behavioral advertising. If our practices change, we will update this Privacy Policy and provide a “Do Not Sell or Share My Personal Information” link on our website.
We may update this Privacy Policy from time to time. When we make material changes, we will revise the “Last Updated” date at the top of this page and provide notice via the email address or phone number associated with your most recent service visit at least fifteen (15) days before the changes take effect. Where required by law, we will also provide additional notice (such as a prominent notice on our website). Your continued use of the Service after the effective date of any modifications constitutes your acknowledgment of the updated policy.
If you have questions about this Privacy Policy, wish to exercise your privacy rights, or need to file a complaint, contact us at:
Valet Guide
Email: privacy@valetguide.com
If you are a California resident and are not satisfied with our response, you have the right to lodge a complaint with the California Attorney General at oag.ca.gov.