Privacy Statement

Last updated: June 16, 2026

1. Introduction

Primrose Alzheimer's Special Living ("we," "us," or "our") respects your privacy. This Privacy Statement explains how we collect, use, disclose, and protect personal information when you visit our website at https://www.primrosealz.com, contact us, or otherwise interact with us online.

This Privacy Statement applies only to information collected through our website and related online communications. Personal information collected in connection with resident care services (including health information, care plans, and resident agreements) is governed by separate agreements, applicable healthcare privacy laws, and our internal privacy practices.

2. Information We Collect

We collect personal information in the following ways:

2.1 Information You Provide Directly

When you contact us, submit a form, or inquire about our services, we may collect:

• Identifiers: name, email address, phone number, mailing address
• Inquiry information: information you voluntarily provide about your situation, your loved one's general care needs, timeframe, and other details relevant to your inquiry
• Communication content: messages, questions, and other content you send to us through our website or by email

Important note about health information: Our website forms are for general inquiries only. We ask that you do not submit detailed health information, medical records, diagnoses, or other sensitive health details through our website. Detailed health discussions occur through direct communication with our team in person or by phone, where appropriate safeguards are in place.

2.2 Information Collected Automatically

When you visit our website, we may automatically collect:

• Internet activity: pages viewed, time spent on pages, links clicked, referring website, search terms used to reach our site
• Device information: IP address, browser type, operating system, device identifiers
• Approximate geolocation: general location based on IP address (typically city or region)
• Cookies and similar technologies: see our Your Privacy Choices page for details

This information is collected only after you provide consent for non-essential cookies through our cookie banner.

3. Sources of Personal Information

We collect personal information from the following sources:

• Directly from you, when you submit a form, send an email, or call us
• Automatically from your device, when you visit our website (consistent with your cookie preferences)
• From referral sources, such as senior living advisors, healthcare providers, or family members who refer prospective residents to us
• From service providers we use to operate our website and analyze its usage

4. How We Use Personal Information

We use personal information for the following business purposes:

• Responding to inquiries about our memory care services and facility
• Scheduling tours, meetings, and consultations with prospective residents and their families
• Providing information about our services, programs, and availability
• Improving our website through aggregate analytics about how visitors use the site
• Ensuring website security and protecting against fraudulent or abusive activity
• Complying with legal obligations, including responding to lawful requests from public authorities
• Communicating with you about your inquiry or, if you request it, about general updates from our facility

5. Sharing and Disclosure of Personal Information

We do not sell personal information for monetary consideration. We may disclose personal information in the following limited circumstances:

5.1 Service Providers

We share personal information with service providers that help us operate our website and business, including:

• Website hosting providers (which receive standard server log information)
• Analytics providers (such as Google Analytics, only after you provide consent)
• Security services that help protect our website
• Email and communication tools we use to respond to inquiries

These service providers are contractually limited to using personal information only for the purposes we have specified.

5.2 Legal Requirements

We may disclose personal information when required by law, including:

• In response to a subpoena, court order, or other legal process
• To cooperate with law enforcement investigations
• To protect the rights, safety, or property of Primrose Alzheimer's Special Living, our residents, our staff, or the public
• To comply with applicable healthcare, licensing, or other regulatory requirements

5.3 Business Transfers

If we are involved in a merger, acquisition, sale of assets, or change of ownership, personal information may be transferred as part of that transaction. We will provide notice before personal information becomes subject to a different privacy statement.

6. How Long We Retain Personal Information

We retain personal information only as long as necessary for the purposes described in this Privacy Statement, or as required by law. Retention periods vary based on the type of information:

• Website inquiries: Typically retained for up to 3 years from last contact, unless you become a resident or request earlier deletion
• Server logs: Typically retained for up to 12 months for security and operational purposes
• Information related to actual or prospective residents: Retained in accordance with applicable healthcare and regulatory requirements

7. Security

We implement appropriate technical and organizational security measures to protect personal information from unauthorized access, use, alteration, or disclosure. These include:

• Encrypted website connections (HTTPS) for all data transmission
• Access controls limiting personal information to authorized personnel
• Regular security monitoring and updates
• Secure storage of communications and inquiries

However, no method of transmission over the internet is 100% secure. While we strive to protect your personal information, we cannot guarantee absolute security.

8. Cookies and Tracking Technologies

Our website uses cookies and similar technologies. For detailed information about the cookies we use and how to manage your preferences, please see our Your Privacy Choices page.

9. Do Not Track and Global Privacy Control

Some web browsers transmit "Do Not Track" (DNT) signals or Global Privacy Control (GPC) signals to websites. Our website is configured to respect GPC signals from California residents as a request to opt out of the sale or sharing of personal information, in accordance with the California Privacy Rights Act.

Because there is no industry-wide standard for interpreting DNT signals, our website does not respond to DNT specifically. We honor your consent preferences as expressed through our cookie banner and Your Privacy Choices page.

10. Third-Party Websites

Our website may contain links to third-party websites (such as the Alzheimer's Association, Social Care Institute for Excellence, or others). This Privacy Statement does not apply to those websites. We encourage you to review the privacy statements of any third-party websites you visit.

11. Children's Privacy

Our website is intended for adults seeking information about memory care services for themselves or their loved ones. It is not directed to children under 13, and we do not knowingly collect personal information from children under 13. If we learn that we have collected personal information from a child under 13, we will delete that information promptly.

If you are a parent or guardian and believe your child has provided personal information through our website, please contact us using the information in Section 16.

12. Your California Privacy Rights

If you are a California resident, you have specific rights under the California Consumer Privacy Act (CCPA), as amended by the California Privacy Rights Act (CPRA).

12.1 Categories of Personal Information Collected (Past 12 Months)

In the past 12 months, we have collected the following categories of personal information about California residents:

• Identifiers: name, email address, phone number, mailing address, IP address
• California Customer Records information: name, address, telephone number (Cal. Civ. Code § 1798.80(e))
• Internet or other electronic network activity: browsing history on our website, interaction with our website
• Geolocation data: approximate location based on IP address
• Inferences: general inferences about preferences and interests based on website interaction

We do not knowingly collect sensitive personal information through our website. If you voluntarily provide such information (for example, mentioning a specific health condition in your inquiry), we treat it with appropriate care and use it only to respond to your inquiry.

12.2 Sources of Personal Information

See Section 3 above.

12.3 Business and Commercial Purposes for Collection

See Section 4 above. We use personal information only for the purposes described and do not use it for unrelated purposes without your consent.

12.4 Categories of Third Parties Who Receive Personal Information

• Website hosting and security providers
• Analytics providers (after consent)
• Email and communication service providers
• Legal, regulatory, and law enforcement authorities, when required

12.5 Sale or Sharing of Personal Information

We do not sell personal information for monetary consideration. We may share limited information with third-party analytics providers (such as Google Analytics) for website improvement purposes, only after you have provided consent. To the extent such sharing constitutes "sharing" under California law, you have the right to opt out using the controls on our Your Privacy Choices page.

12.6 Your California Privacy Rights

As a California resident, you have the right to:

• Right to Know: Request that we disclose the categories and specific pieces of personal information we have collected about you, the sources, the purposes for collection, and the categories of third parties with whom we share that information.
• Right to Delete: Request that we delete personal information we have collected from you, subject to certain exceptions (such as completing a transaction or complying with legal obligations).
• Right to Correct: Request that we correct inaccurate personal information we maintain about you.
• Right to Opt Out of Sale or Sharing: Direct us not to sell or share your personal information.
• Right to Limit Use of Sensitive Personal Information: Direct us to limit the use of sensitive personal information to specified purposes.
• Right to Non-Discrimination: Receive equal service and pricing regardless of whether you exercise your privacy rights.

12.7 How to Exercise Your California Privacy Rights

To exercise any of these rights, you may:

• Visit our Your Privacy Choices page to manage consent preferences
• Email us at ljh@primrosealz.com with the subject "California Privacy Rights Request"
• Call us at (707) 578-8360
• Mail a written request to the address in Section 16

To process your request, we will need to verify your identity. We may ask for additional information to confirm your identity matches the personal information we hold. We will respond to verified requests within 45 days. In some circumstances, we may extend this period by an additional 45 days and will notify you of the extension.

12.8 Authorized Agents

You may designate an authorized agent to make a privacy rights request on your behalf. We may require:

• Written authorization from you to the agent
• Verification of the agent's identity
• Verification of your own identity directly with us

13. Healthcare-Specific Considerations

Primrose Alzheimer's Special Living is a residential memory care facility. While our website is for general informational and inquiry purposes, we want to be clear that:

• Health information shared with us in the course of providing care services (after admission) is subject to separate privacy protections, including those required by applicable healthcare laws
• Resident health information is not stored on or accessible through our website
• We do not market third-party healthcare products or services based on information collected through our website

If you have questions about how we handle resident health information specifically (as distinct from website information), please contact us directly.

14. Changes to This Privacy Statement

We may update this Privacy Statement from time to time to reflect changes in our practices or applicable law. The "Last updated" date at the top indicates when this statement was last revised. Material changes will be communicated through a notice on our website or other appropriate means.

15. Questions, Concerns, and Complaints

If you have questions about this Privacy Statement, our privacy practices, or want to file a complaint, please contact us using the information below.

California residents may also file a complaint with the California Attorney General or the California Privacy Protection Agency.

16. Contact Us

For all privacy-related inquiries:

Primrose Alzheimer's Special Living
2080 Guerneville Rd
Santa Rosa, CA 95403

Phone: (707) 578-8360
Email: ljh@primrosealz.com