Privacy Policy

Privacy Policy

Last updated: 2/5/2013

Pinnacle Entertainment, Inc. (“Pinnacle”) is dedicated to providing informative and useful websites on and through the domain names,,,,, and, other domain names designated by Pinnacle from time to time, Pinnacle’s social media pages, Pinnacle’s mobile site and downloadable mobile applications (collectively, the “Websites”). As a part of the operation of the Websites, Pinnacle gathers certain information about users. This Privacy Policy applies to the Websites and governs data collection and usage by Pinnacle. Prior to registering for or requesting any online information service or any other Pinnacle service (“Online Service”) or entering any of the Websites’ contests, sweepstakes or other promotions (“Promotions”), you are required to read and acknowledge this Privacy Policy. Furthermore, your use of any Website constitutes your acknowledgment of and consent to this Privacy Policy. Please read this Privacy Policy carefully. If you do not agree with any provision, please do not use the Websites. 

Collection and Usage of Data

We may collect information in several ways by your use of the Websites, as well as from forms you submit to us, or personal correspondence, such as emails or letters that you send to us.  We may ask you to voluntarily provide us with personal information on the Websites, including via a web-enabled mobile device that accesses the Websites, for example, when requesting registration to or using an Online Service, requesting reservations at our properties, registering for Promotions, answering surveys, or registering for email or other services.  Traffic Data (defined below) is tracked and gathered when you and other users visit the Websites. While gathering Traffic Data may not collect Personally Identifiable Information (defined below), it may provide information on the geographical location from which users access the site. This Traffic Data generally does not identify individual users. Instead, the Traffic Data identifies website users as a whole, including demographic information, preferences in content and advertising, quality of service, and web traffic patterns. In addition, when you log onto the Websites, our servers may log your IP address, the URL of your request and other information that is provided in the HTTP header.  Also, our third-party service providers may ask you voluntarily to provide personal information on their websites and may share such personal information with us, as governed by their respective privacy policies.  Our use of information received from a service provider will be dictated by the service provider's privacy policies and not this Privacy Policy.  

We collect two types of information: personally identifiable information and non-personally identifiable information.  Personally identifiable information is information that identifies you or can be used to identify or contact you ("Personally Identifiable Information").  We also may collect information that by itself typically cannot be used to identify or contact you, such as demographic information (e.g. age, profession or gender), IP addresses, browser types, domain names, and other anonymous statistical data involving the use of our Websites ("Non-Personally Identifiable Information"). 

Personally Identifiable Information we collect may include your name, company name(s), postal addresses, e-mail addresses, age, income, telephone numbers, credit card information, your Bonus Club, Players Club or mychoice account number and associated PIN, dates of room reservations, number of adults and children occupying the reserved rooms, your preferences for rooms and activities at our resorts, and, on occasion, geolocation data.  

Non-Personally Identifiable information we collect may include non-personal aggregate or traffic data, such as your IP address, which web pages are being visited, the order in which the web pages are being visited, which hyperlinks are being “clicked”, how many users are visiting the Websites, domain server, type of computer, and type of web browser (“Traffic Data”).  In the event that you are logged in to your mychoice account and move between the Websites, we may track your activity across the Websites.  The Websites may place small files, called ‘cookies’ onto your computer. Cookies are data files that websites write onto computer hard drives for record keeping purposes when you visit them. The cookie file then identifies you as a unique user. As a convenience feature, cookies simplify the process of recording personal information, so that, for example, users do not have to enter names, addresses or passwords repetitively. Cookies also allow users or Pinnacle to customize some sites features. You can program your browser not to accept cookies, but if you do, you may be unable to access some parts of the Websites, and the Websites will not be able to customize features according to certain preferences. While on the Websites, you may receive cookies from third party advertisers or Promotional entities. These cookies are outside the control of Pinnacle, are not subject to the Privacy Policy, and Pinnacle is not responsible for such third party cookies.  In addition to cookies, Pinnacle may use other now known or later developed technologies, including pixel tags, clear gifs, web beacons or web bugs, to assist Pinnacle in observing the behavior of users visiting the Websites. 

The Websites use Google Analytics (and in the future may use other similar sites or services), a web analytics service provided by Google, Inc. ("Google"), to better assist Pinnacle in understanding how the Websites are used.  Google Analytics will place cookies on your computer that will generate information that we select about your use of the Websites, including your computer's IP address.  That information will be transmitted to and stored by Google.  The information will be used for the purpose of evaluating consumer use of the Websites, compiling reports on the Websites’ activity for Pinnacle’s use, and providing other services relating to activity and usage.  Google may also transfer this information to third parties where required to do so by law, or where such third parties process the information on Google's behalf.  You may refuse the use of cookies by selecting the appropriate settings on your browser.  Please note that by doing so, you may not be able to use the full functionality of the Websites.  The use of cookies by Google Analytics is covered by Google's privacy policy

To the extent we are able to do so, we may link your Non-Personally Identifiable Information with your Personally Identifiable Information.  We may also link information collected online or via our mobile applications or mobile sites with information we collect offline or that is collected online by third parties. 

Pinnacle may use the information collected from you to provide services which you have requested from us.  We may also use your personal information to send you targeted messages, publications, news, and information about events, special offers, promotions and benefits.  Pinnacle may use third-party service providers to send and distribute e-mail and to perform other marketing and support functions.  We may use information we collect from you to improve the content of this Websites, to enhance users' experiences when visiting this Websites, and to customize the content and layout of this Websites for each individual user.  

Sharing of Data

Names and other Personally Identifiable Information, as well as Traffic Data, may be released to affiliated (by contract, equity or otherwise) persons and/or entities of Pinnacle (including, without limitation, strategic alliances, advertising, casino, resort, hotel and restaurant affiliated persons and/or entities). We may share your personal information with our affiliates or with select third parties who offer goods or services we think may be of interest to you.  From time to time, we may partner with other organizations or companies to provide co-sponsored or co-branded promotions, services or events and may share your personal information with our co-sponsor(s) and partners.  Additionally, Pinnacle may provide your personal information to service providers or contractors to perform functions on its behalf, such as, but not limited to, companies or individuals hired to: communicate news, deliver Pinnacle's promotional materials via e-mail and direct mail, promote Pinnacle's social media presence and activities, to develop, enhance, market or provide any of Pinnacle's products, to process credit card payments and to assist Pinnacle with sending communications and performing other marketing and support functions. Also, Pinnacle may use third-party social media platforms, including third-party social media websites, to communicate with you. 

We also may share with third parties aggregated demographic and statistical information that is not personally identifiable. 

For instance, Personally Identifiable Information may be used to: (1) send you information about Pinnacle and our Online Services, promotions, products, services, offers and/or upcoming events; (2) send you information about affiliated persons and/or entities’ related products and services; (3) conduct surveys about your opinion of Pinnacle, its staff, performance or services or the Websites; (4) verify your qualifications for certain offers, products and services, confirm reservations or assist in the reservation process, and to bill you for products and services; and (5) customize and tailor your experience on the Websites by displaying content that we think you might be interested in according to your preferences. Personally Identifiable Information may also be used to provide you with investor relations notices and copies of investor relations documentation that may be available for downloading from the Websites. You consent to the release of your Personally Identifiable Information and Traffic Data to the affiliated persons and/or entities of Pinnacle. 

Personally Identifiable Information, as well as Traffic Data, may also be released to any non-affiliated persons and/or entities directly associated with your instructions, requests, reservations, and/or registrations for an Online Service, promotion, products and/or services provided by such non-affiliated persons and/or entities (including, without limitation, customer support, information technology support, credit card processing, and personal financial advisory services), when the transfer of such Personally Identifiable Information is necessary to provide you with such products and/or services. By instructing, requesting, reserving and/or registering for such products and/or services through the Websites from such non-affiliated person and/or entity, you consent to the release of your Personally Identifiable Information to such non-affiliated person and/or entity. Pinnacle shall use reasonable efforts to provide the non-affiliated persons and/or entities access only to the Personally Identifiable Information necessary to assist in responding to instructions and requests and completing reservations and/or registrations for such products and/or services and cause such non-affiliated persons and/or entities to only use your Personally Identifiable Information for these limited purposes. 

In the event that Pinnacle sells, buys, merges or otherwise reorganizes, all or a controlling part of, Pinnacle’s assets and/or equity, your Personally Identifiable Information and all Traffic Data may be released, transferred, sold or otherwise conveyed (each, a “Conveyance”) to prospective or actual buyers, sellers or persons and/or entities merging with Pinnacle. You consent to any and all such Conveyances of your Personally Identifiable Information and Traffic Data. 

The names of Promotion winners and participants may be used in connection with Promotions. Names and other Personally Identifiable Information, as well as Traffic Data, may also be released to the sponsors of Promotions for the sponsors’ use in connection with the Promotion. By entering a Promotion, you consent to the release of your Personally Identifiable Information and any Traffic Data to the Promotion sponsor or as otherwise allowed in accordance with the Promotion rules. 

Please note that chat rooms, forums, message boards, social media sites and/or news groups and links to other websites may be available through the Websites. Any information disclosed in these areas is or may be deemed to be public information and you must exercise caution and discretion when deciding to disclose personal and non-personal information. Please keep in mind that if you directly disclose personal information or personally sensitive data through your home page, linked sites, or other public forums, this information may be collected and used by others. Pinnacle encourages all users to review the privacy statements of websites you choose to link from the Websites so that you understand how those websites collect, use and share information about you and/or your computer. Pinnacle is not responsible for the data collection, data usage, privacy statements and practices, content or the use of cookies on any such websites, and will not be a party to or responsible for any transactions between you and such third parties. This Privacy Policy applies solely to information collected by Pinnacle. 

Pinnacle also may disclose an individual's personal information: (i) to a person who in the reasonable judgment of Pinnacle is seeking the information as an agent of the individual; (ii) in situations where sharing or disclosing your information is required in order to offer you products or services you desire; (iii) to a third party or parties, where disclosure is required or permitted by law; (iv) if, in the reasonable judgment of Pinnacle, it is necessary enforce compliance with our internal policies or the Terms of Use or to protect our Websites, customers, or others; and (v) to any other entity that acquires all or a portion of our organization by merger, reorganization, operation of law, or a sale of some or all of Pinnacle’s assets. 

Pinnacle may be required to use or disclose your information in connection with a legal action or other proceeding, including without limitation, in response to a court order or a subpoena.  We also may disclose such information in response to a law enforcement agency's request. 

Employment Opportunities

On the Websites, we may collect information you provide to us in connection with you submitting a job application on-line in order to be considered for potential employment with Pinnacle.  Pinnacle may also use select private label databases and tools hosted by third parties on their web sites to collect information from individuals that wish to be considered for potential employment.  Information you provide to us via these private label services is accessible and confidential to Pinnacle.  These third party service providers are prohibited from using the information you provide for any purpose other than collecting it on our behalf.  Pinnacle will not use your application information for any purpose other than to allow you to conduct automated job searches, or determine your qualifications for potential employment with Pinnacle, or to conduct background checks. If we decide to do a background check, we may share your application information with third parties that conduct background check services, however these background check service providers are prohibited from using your application information for any purpose other than in connection with conducting the background check. 

Opt Out

In the event that Pinnacle wishes to transfer or release your Personally Identifiable Information to a third person in a manner not set forth in this Privacy Policy, Pinnacle shall inform you prior to such transfer or release and provide you with the ability to opt out of such transfer or release of Personally Identifiable Information. If at any time you wish to stop receiving emails or mailings from Pinnacle or you would like to be excluded from the sharing of your Personal Information to any of our Affiliates or other third parties, please let us know by sending us an email to with the phrase "Privacy Opt-out" in the subject line, or writing to us at the address provided below.  Although we strive to update our email list as frequently as possible, you might receive another contact before we are able to remove you.  Please note that even if you opt-out of receiving promotional emails, you will continue to receive communications that relate to any reservations you have made or to provide you with services you have requested.  Furthermore, this opt-out provision shall in no way limit Pinnacle's rights set forth above to disclose your information to enforce or preserve our rights under the law. 

Measures to Safeguard Children

Pinnacle encourages parents and guardians to spend time with their children online and to be fully familiar with the sites visited by their children. At various places on the Websites, Pinnacle may ask users whether they are under the age of 21, and if so, Pinnacle will ask for a parent’s or guardian’s consent. Pinnacle relies on users to be truthful in responding to these questions. Children under 21 years of age are not eligible to participate in Promotions. Pinnacle does not intentionally gather or solicit Personally Identifiable Information from or about children under 21 years of age without a parent’s or guardian’s consent. A parent or guardian whose child provided personal information to Pinnacle without the parent’s or guardian’s consent should immediately notify Pinnacle of such disclosure in writing to the contact provided below. Pinnacle, upon receipt of such written notice, shall take reasonable measures to remove such disclosed information from Pinnacle’s database.


Pinnacle is committed to protecting the security of any personal information you provide to us and we maintain commercially reasonable safeguards to maintain the security and privacy of personal information that you provide to us.  After you have submitted your information online to Pinnacle, we recommend that you end your browser session before leaving your computer.  In spite of these protections, Pinnacle cannot guarantee the security of any data submitted over the Internet.  After your information reaches Pinnacle, however, it is stored on servers (or in the case of information received from you in person, in writing or over the phone, in physical storage areas) protected by procedures and technology designed to block reasonably foreseeable intrusions by unauthorized third parties.   

Changes to this Privacy Policy

Pinnacle will occasionally update this Privacy Policy to reflect company and user feedback, or changes in applicable laws, without notifying you. You are encouraged to periodically review this Privacy Policy to be informed of how Pinnacle utilizes or discloses user information. Your continued use of the Websites constitutes your consent to any and all such changes. 

California Privacy Rights

If you are a California resident, you have the right to request information from us regarding the manner in which Pinnacle shares certain categories of personal information with third parties for their direct marketing purposes, in addition to the rights set forth above.  Under California law, you have the right to send us a request at the designated address listed below to receive the following information:

1. The categories of information we disclosed to third parties for their direct marketing purposes during the preceding calendar year;

2. the names and addresses of the third parties that received the information; and

3. if the nature of the third party's business cannot be determined from their name, examples of the products or services marketed. 

This information may be provided in a standardized format that is not specific to you.  The designated email address for these requests can be found at: 

Governing Law/Claims

This Privacy Policy, the Websites, and any claim associated with, related to, or arising from the Privacy Policy and/or Websites are governed by Nevada law. Any claim, associated with, relating to, or arising from this Privacy Policy or the Websites shall be brought in a federal or state court in Las Vegas, Nevada within one year after the claim arises. Users of the Websites consent to the sole and exclusive jurisdiction of the courts located in Las Vegas, Nevada as the most convenient and appropriate for the resolution of disputes arising from, associated with and/or related to this Privacy Policy and/or Websites. The Websites are controlled, operated and administered entirely within the United States. Use of the Websites from locations outside the United States where these practices are illegal or violate any law is prohibited. 

Contact Information

Questions about this Privacy Policy should be directed to or by U.S. Mail at: 

Pinnacle Entertainment, Inc.
3980 Howard Hughes Pkwy
Las Vegas, Nevada 89169 

Intellectual Property Rights

All right, title and interest in and to all content on the Websites, including all information, HTML code, scripts, data, text, video, artwork, audio, graphics, photographs, images, logos, button icons, and software are the sole and exclusive property of Pinnacle Entertainment, Inc. ("Pinnacle") and are protected by copyright, trademark, patent or other proprietary rights, laws and other U.S. and international laws and treaties.  All rights reserved.  All Pinnacle trademarks, service marks, trade names, trade dress, domain names, logos, slogans, and other identifying marks appearing on the Websites and any other Pinnacle affiliated websites are registered and/or common law trademarks of Pinnacle, are the sole and exclusive property of Pinnacle, and are protected by U.S. and international laws and treaties.   All other trademarks are the property of their respective owners.  No license to the use of such marks, names or trade dress is granted to you under these terms and conditions or by your use of the Websites. You may not copy or use any of Pinnacle's marks without the prior written consent of Pinnacle.  Your misuse of the trademarks displayed on the Websites and any other Pinnacle affiliated websites is strictly prohibited. You are also advised that Pinnacle will aggressively enforce its intellectual property rights to the fullest extent of the law.