Privacy Policy

Effective September 29, 2026. Last updated September 29, 2026.

This Privacy Policy explains how Penland LLC ("Penland," "we," "us," or "our") collects, uses, shares, and protects personal information. It applies to penlandllc.com and to every division operating under Penland LLC, including Penland Properties, Penland Advisory, Match Lineup, and Alabaster Travel. Each of those is a registered trade name of Penland LLC, not a separate company.

1. Information we collect

We collect only what we need to do the work you have asked us to do.

Information you give us

• Contact information — name, email address, mailing address, and mobile or landline telephone number.
• Account information — for Match Lineup, a username, password, team affiliation, role (coach, athlete, parent or guardian), and notification preferences.
• Roster information — for Match Lineup, the participant details a coach or program administrator enters or a participant supplies about themselves.
• Tenant, guest, and client information — for Penland Properties and Penland Advisory, the information required to lease a property, take a booking, or perform a bookkeeping or consulting engagement.
• Traveler information — for Alabaster Travel, the details required to research, quote, and book travel.
• Correspondence — the content of messages you send us.

Information collected automatically

• Technical data — IP address, browser type, device type, pages visited, and timestamps, collected in ordinary server logs.
• Cookies — see Section 7.

We do not buy contact lists, and we do not collect personal information from data brokers.

2. How we use information

• To provide and operate the service you signed up for.
• To send you the notifications, reminders, and service messages you have asked to receive, including SMS messages where you have consented (Section 3).
• To respond to your questions and support requests.
• To bill you, collect payment, and keep required financial records.
• To maintain security, prevent abuse, and troubleshoot problems.
• To comply with legal, tax, and regulatory obligations.

We do not use your personal information to build advertising profiles, and we do not sell personal information.

3. Mobile information and SMS text messaging

Where we offer SMS text messaging, the following applies:

• Consent is express and separate. We send SMS messages only to people who have affirmatively opted in — by checking an unchecked consent box, submitting a form that discloses the SMS program, or texting a keyword to us. Consent to receive SMS is never bundled into another agreement and is never a condition of purchase or of using our services.
• Consent is not transferable. Mobile numbers and consent records are used only for the specific program the person opted into. We do not transfer them to any other program, division, brand, or company.
• You can stop at any time. Reply STOP to any message to opt out. Reply HELP for help. You can also change your preferences in your account settings or email us.
• Rates. Message and data rates may apply. Message frequency varies.
• Records. We retain proof of consent — what was agreed to, when, and from where — for as long as we message the number and for a reasonable period afterward, as required to demonstrate compliance.

The full program terms are in our SMS Terms & Conditions.

4. How we share information

We share personal information only in these circumstances:

• Service providers. Vendors that operate parts of our service under contract — hosting, message delivery, payment processing, accounting software, email delivery. They may use the information only to perform services for us and may not use it for their own purposes.
• Within your own team, property, or engagement. For Match Lineup, roster information is visible to the coaches and administrators of your team and, where the team has configured it that way, to other participants on that roster. For Penland Properties and Penland Advisory, information is shared with the property owner, client, or counterparty as necessary to perform the engagement.
• Travel suppliers. For Alabaster Travel, traveler details are shared with airlines, hotels, tour operators, and host agencies as necessary to make the booking you requested.
• Legal requirements. When we are required to by law, subpoena, or court order, or where necessary to protect our rights or someone's safety.
• Business transfer. If Penland LLC or one of its divisions is sold or merged, information may transfer as part of that transaction, subject to this policy.

We do not sell, rent, or trade personal information. As stated in Section 3, mobile opt-in data and consent are excluded from all sharing other than the subcontractors that deliver the messages themselves.

5. Data retention

We keep personal information for as long as your account or engagement is active, and afterward only as long as needed for the purpose it was collected, to resolve disputes, and to meet legal, tax, and recordkeeping obligations. Financial records are generally retained for seven years. You may request deletion under Section 8; we will honor it except where we are required to keep a record.

6. Security

We use reasonable administrative, technical, and physical safeguards to protect personal information, including encryption in transit, access controls, and limiting access to the people who need it. No method of transmission or storage is completely secure, and we cannot guarantee absolute security.

7. Cookies and analytics

Our website uses cookies that are strictly necessary for the site to function and, where enabled, privacy-respecting analytics to understand aggregate traffic. We do not use third-party advertising cookies or cross-site tracking pixels. Most browsers let you refuse cookies; parts of an account-based service may not work if you do.

8. Your choices and rights

• Access and correction. Request a copy of the personal information we hold about you, or ask us to correct it.
• Deletion. Ask us to delete your personal information, subject to the retention obligations in Section 5.
• Email. Unsubscribe from marketing email using the link in any such message. Transactional messages about an active engagement will continue.
• SMS. Reply STOP to any message, or change your notification settings.
• Do not sell or share. We do not sell or share personal information as those terms are defined under U.S. state privacy laws, so there is nothing to opt out of.

To exercise any of these, email privacy@penlandllc.com. We will respond within the time required by applicable law, and we will not discriminate against you for making a request.

9. Children's privacy

Our websites and services are not directed to children under 13, and we do not knowingly collect personal information from them. Match Lineup is used by youth sports programs: where a participant is a minor, the account and the consent to receive text messages must be established and given by that participant's parent or legal guardian, who may review, correct, or delete their child's information at any time by contacting us. If we learn we have collected information from a child without the required consent, we will delete it.

10. Third-party links

Our sites may link to sites we do not operate. We are not responsible for their privacy practices, and this policy does not apply to them.

11. Changes to this policy

We may update this policy. When we do, we will change the "Last updated" date above, and for material changes we will provide notice through the service or by email before the change takes effect.

12. Contact us

Questions, requests, or complaints about privacy: