Privacy Policy


Last revised: March 2022


Purpose.  The purpose of this Privacy Policy is to describe how
Deer District LLC (“Deer District”), as manager and operator of the plaza
adjacent to the new arena located in downtown Milwaukee, Wisconsin (“Fiserv
Forum”), and Head of the Herd Real Estate Development LLC (“HOH RED”) as
manager and operator of the ancillary development around the plaza and Fiserv
Forum (collectively, the “Development”) around Fiserv Forum, collects, uses and
shares information about you through our online interfaces (e.g., websites)
owned and controlled by us, including without limitation,, (collectively referred to herein as the
“Site”). Deer District and HOH RED shall be collectively referred to as “Deer
District.” Collection of information in Fiserv Forum and at is
governed by the Privacy Policy.

Please read this notice carefully to understand what we do. If
you do not understand any aspects of our Privacy Policy, please feel free
to Contact Us or as described at the end of this Policy.

Our Privacy Policy explains:

Information That We Collect

How We Use and Share Your Information

Access to Your Information and Choices

Security of Your Information

California Privacy Rights

Consent to Processing of Personal Data in
United States

Changes to Our Privacy Policy

Questions and How To Contact Us

Scope; Third Party Sites.  This Privacy Policy applies only to
information we collect at and through the Site.  Our Site also contains
links to third party sites that are not owned or controlled by Deer
District.  Please be aware that we are not responsible for the privacy
practices of such other sites.  We encourage you to be aware when you
leave our Site and to read the privacy statements of each and every website
that collects personal information. 

Terms of Use.  Please note that your use of our Site
is also subject to our Terms of Use.


Information You Provide to Us

Personal Information. As used herein, “personal information” means
Information that identifies (whether directly or indirectly) a particular
individual, such as the individual’s postal address and email. Personal information
includes registration information you provide when you create an account, such
as your email address, username and password.

Non-Personal Information. As used herein, “non-personal information”
means information that does not directly or indirectly identify, and cannot
reasonably be used to identify, an individual user. When non-personal information
is directly or indirectly associated with personal information, this non-personal
information is treated as personal information.

Generally. We collect information you provide to us, for example when
you create or modify your account, register to use our Site, purchase products
or services from us, request information from us, contact customer support, or
otherwise communicate with us. This information may include your name; address;
billing address; shipping address; email address; telephone number; credit
card, debit card or bank account number (solely for payment purposes); date of
birth; and other information you choose to voluntarily share with or provide to
us. We
also receive data from the communications you send to us, such as customer
service inquiries, reviews and other feedback regarding the Site.

Sweepstakes and Contents. If you participate in sweepstakes or
contests through the Site sponsored by us, your personal information may be
used by us to contact you for winner notification, prize delivery confirmation
or other promotional purposes. Your entry may also result in your being added
to our marketing lists as well as those of third parties (sponsors or
otherwise) associated with the sweepstakes or contest. If you win a sweepstakes
or contest, your acceptance of a prize may require you (unless prohibited by
law) to allow us to post publicly some of your personal information on our Site
or elsewhere, such as on a winner's page. In some instances, where a
third-party advertiser or sponsor may operate or host a sweepstakes or contest
through the Site, we may obtain certain information you provided in connection
therewith from the advertiser or sponsor.

Information We Collect Automatically Through Your Use of our Site
We may collect information from you automatically. If we are
able to identify you as a Development guest we may, for example, link your
activity on our Site to your activity at the Development. This allows us to
provide you with a personalized experience regardless of how you interact with
us – online, in the Development, mobile, etc.

In order to provide the best visitor experience possible, we
also use automated information collection technologies for reporting and
analysis purposes. We examine metrics such as how you are using our Site, when
you are in the Development, the performance of our marketing efforts, and your
response to those marketing efforts.

We and our third-party service providers use cookies, web
beacons, Bluetooth beacons (or sensors) located throughout the Development that
interact with your mobile device, Wi-Fi technology, GPS location data, and
other technologies to receive and store certain types of information whenever
you visit our Site (including the Development) interact with us or
third-parties that use our services. This information helps us recognize you,
customize your visit and Site experience, and make our marketing messages more
relevant. Examples of this information include but are not limited to: your
geo-location (including your location in the Development); pages you visit; ads
you click on; type of browser, device and hardware; your activity in the
Development including your location and purchase activity; unique device
identifier; IP address; IP based geographic location; and search terms. These
technologies also enable us to prevent fraud or other harmful activities.

Google Analytics

We use Google Analytics, a web analytics service provided by
Google, Inc. (“Google”) to collect certain information relating to your use of
the Site. Google Analytics uses “cookies”, which are text files placed on your
computer, to help the Site analyze how users use the site. You can find out
more about how Google uses data when you visit our Site by visiting “How Google
uses data when you use our partners' sites or apps”, (located at We may also use Google Analytics
Advertising Features or other advertising networks to provide you with
interest-based advertising based on your online activity. For more information
regarding Google Analytics please visit Google's website, and pages that
describe Google Analytics, such as To learn more about interest-based
advertisements and your opt-out rights and options, visit the Digital
Advertising Alliance
 and the Network Advertising Initiative websites ( and Please note that if you choose to opt out, you will continue
to see ads, but they will not be based on your online activity.

No Information from Children Under Age 13

If you are under the age of 13, please do not attempt to register
with us at this Site or provide any personal information about yourself to
us.  If we learn that we have collected personal information from a child
under the age of 13, we will promptly delete that information.  If you
believe we have collected personal information from a child under the age of
13, please Contact Us or call us at 414-227-0501. We may collect information
about children from parents or legal guardians in connection with youth
programs such as camps, clinics, etc. This information will not be used to
market directly to the children, but may be used to market to the parents or
legal guardians if they opt in to receiving marketing materials and information
from us.


To Provide Products, Services, and Information.  We collect information from you in order to provide products and services that you purchase using the Site; ticketing for events in the Development; register and service your online account; provide information that you request from us; contact you about your orders; process credit card, debit card and other payment transactions; ship products to you; provide you with coupons and discounts; send you promotional materials or advertisements about our products and services, as well as new features and offerings; administer surveys, sweepstakes, promotions and contests; optimize or improve the content, products, services, and features of the Site, and provide interest-based targeted advertising to you.

Sharing with Third Parties.  We may provide information to third
party service providers that help us operate and manage our Site, process
orders, and fulfill and deliver products and services that you purchase from
us. These service providers will have access to your personal information in
order to provide these services, but when this occurs we implement reasonable
contractual and technical protections to limit their use of that information to
helping us provide the service.

We may share non-personally identifying information, including de-identified and/or aggregated demographic and other non-personally identifying information, with our current, potential and future sponsors and advertisers. In some cases, we may work with third parties service providers to synchronize our unique, anonymous identifiers with the third party’s own identifiers. This enables us to better achieve each of the purposes described here.

Communicating with you.  We use the data we collect to
communicate with you, including responding to your requests or inquiries. 
Specifically, to respond to your request if you contact us with a question or
concern, and to deliver news, updates and other types of communications,
according to your subscriptions, alerts and other preferences.

Advertising.  We may use the personal information we collect to show
you ads for or relating to the Development or our advertising partners that are
more relevant to your interests. Interest-based ads are ads presented to you
based on your browsing behavior in order to provide you with ads more tailored
to your interests. These interest-based ads may be presented to you while you
are browsing our site or third-party sites not owned by Deer District.

We belong to ad networks that may use your browsing activity
across participating websites to show you interest-based advertisements on
those websites. While you can disable cookies using your web browser, our Site
does not recognize if your browser sends a “do not track” signal or similar
mechanism to indicate you do not wish to be tracked or receive interest-based
ads. To learn more about interest-based advertisements and your opt-out rights
and options, visit the Digital Advertising Alliance and the Network Advertising Initiative websites ( and Please note that if you choose to opt out, you will continue
to see ads, but they will not be based on your online activity.

Security, compliance and enforcement.  We use the data we collect for
security, compliance and enforcement purposes.  Specifically, to protect
the safety and security of our fans and our Site, to detect and prevent abuse,
fraud or other unlawful or unauthorized activities, to resolve disputes, and to
enforce our agreements, including our policies and terms of service that govern
your use of the Site.

We may also use your data in any other manner
as disclosed at the time of collection, or when we have otherwise obtained
consent.  Please also note that this Policy is not intended to place any
limits on what we do with aggregated, pseudonymized or anonymized data.

Your Consent.  In addition to the sharing described
elsewhere in this Policy, we will share personal information with companies,
organizations or individuals outside of Deer District when we have your consent
to do so.

Legal Proceedings.  We will share personal information with
third party companies, organizations or individuals outside of Deer District if
we have a good-faith belief that access, use, preservation or disclosure of the
information is reasonably necessary to:

Transfer in the Event of Sale or Change of Control.  If the
ownership of all or substantially all of our business changes or we otherwise
transfer assets relating to our business or the Site to a third party, such as
by merger, acquisition, bankruptcy proceeding or otherwise, we may transfer or
sell your personal information to the new owner. In such a case, unless
permitted otherwise by applicable law, your information would remain subject to
the promises made in the applicable privacy policy unless you agree


If you have questions about personal information we have about
you or need to update your information, you can Contact Us or
call us at 414-227-0501. You can opt-out of receiving marketing and promotional
emails from Deer District by using the opt-out or unsubscribe feature contained
in the emails. If you close your account, we will no longer use your online
account information or share it with third parties.  We may, however,
retain a copy of the information for archival purposes, and to avoid identity
theft or fraud.


We use industry standard physical, technical and administrative security
measures and safeguards to protect the confidentiality and security of your
personal information.  However, since the Internet is not a 100% secure
environment, we cannot guarantee, ensure, or warrant the security of any
information you transmit to us.  There is no guarantee that information
may not be accessed, disclosed, altered, or destroyed by breach of any of our
physical, technical, or managerial safeguards.  It is your responsibility
to protect the security of your login information.  Please note that
emails and other communications you send to us through our Site are not
encrypted, and we strongly advise you not to communicate any confidential
information through these means.


This section supplements our privacy policy
with additional information for California residents only. Under the California Consumer Privacy Act
(“CCPA”), California residents who provide
personal information in obtaining products or services for personal, family or
household use are entitled to request and obtain from us once a calendar year
information about the customer information we shared, if any, with other
businesses for their own direct marketing uses. If applicable, this information
would include the categories of customer information and the names and
addresses of those businesses with which we shared customer information for the
immediately prior calendar year (e.g. requests made in 2019 will receive
information regarding 2018 sharing activities).

You also have the right to request that we
delete any of your personal information.  In some circumstances we may not
be able to honor your request for deletion – for example, if we need to hold on
to your information to protect the security or functionality of our operations,
to service your account, or to comply with legal obligations.

To obtain this information, please send an email message to with "Request for California Privacy Information" on the subject line and in the body of your message. We will provide the requested information to you at your email address in response. Please be aware that not all information sharing is covered by the "Shine the Light" requirements and only information on covered sharing will be included in our response. You must provide enough information that we can verify who you are and that you are a California resident.  We will only use personal information provided in a request to verify the requester’s identity and authority to make the request. 

You have the right to designate an authorized agent to make any of these requests under the CCPA on your behalf.  We will not deny services, charge different prices, offer a different quality of service or otherwise discriminate against you for exercising your rights under the CCPA.


General. If you are a resident of the European Economic Area (EEA) or
other jurisdiction outside of the U.S., in order to provide our Site, products
and services to you, we may send and store your personal information (also
commonly referred to as personal data) outside of the EEA, including to the
United States. Accordingly, your personal information may be transferred
outside of the country where you reside or are located, including to countries
that may not or do not provide the same level of protection for your personal
information.  We are committed to protecting the privacy and
confidentiality of personal information when it is transferred. Where such
transfers occur, we take appropriate steps to provide the same level of
protection for the processing carried out in any such countries as within the
EEA to the extent feasible under applicable law. By using and accessing our
Site, users who reside or are located in countries outside of the United States
agree and consent to the transfer to and processing of personal information on
servers located outside of the country where they reside, and that the
protection of such information may be different than required under the laws of
their residence or location.

Wallet Applications. Certain transactions initiated through the Site
may be run by third-party electronic wallet applications that you choose to
use, such as Metamask.  By using the Site,
you agree that you are governed by the terms or service and privacy policies of
those wallet applications.


Our Privacy Policy may change from time to time. We will not
reduce your rights under this Privacy Policy without your consent in accordance
with applicable law. We will post any privacy policy changes on this page and,
if the changes are significant, we will provide a more prominent notice
(including, for certain services, email notification of privacy policy
changes). We will also keep prior versions of this Privacy Policy in an archive
for your review.


If you have any questions, concerns, complaints or suggestions
regarding our Privacy Policy or otherwise need to contact us, please Contact Us,
email us at, call us at 414-227-0501, or contact us by US
postal mail at the following address:

Head of the Herd LLC 
1543 N. 2nd St., 6th Floor
Milwaukee, WI 53212