River Rat
Last updated: August 4, 2026

Wisdom Tree, LLC, doing business as River Rat (“River Rat,” “we,” “us,” or “our”), respects your privacy. This policy explains how we collect, use, and disclose personal information through River Rat Tubing, River Rat Whitewater Rafting, smokymtnriverrat.com, our reservation services, and our marketing communications.

To learn how we collect and use your personal information, please review our Privacy Policy and Mobile Terms of Service below.

Our website address is: http://smokymtnriverrat.com.

PRIVACY POLICY

Information We Collect

Depending on how you interact with us, we may collect:

  • Your name, email address, telephone number, mailing or billing address, ZIP code, and country
  • Reservation, purchase, visit, and transaction information
  • The activities, trips, passes, or services you select
  • Party size and participant ages or age ranges
  • Marketing preferences and consent records
  • Messages and information submitted through website forms, including contact requests, group inquiries, employment applications, partnership inquiries, surveys, and other submissions
  • Blog comments, including the name, email address, website address, comment content, IP address, browser information, and other information submitted with the comment
  • Chatbot conversations, reviews, and other communications
  • Website and device information, including IP address, browser type, approximate location, pages viewed, links clicked, referring pages, and cookie or advertising identifiers

Payment information is generally collected and processed by our booking and payment providers. River Rat may receive transaction details but does not necessarily receive or store full payment-card numbers.

How We Use Information

We may use personal information to:

  • Prevent fraud, misuse, security incidents, and unlawful activity
  • Process and manage reservations
  • Provide tubing, rafting, passes, and related services
  • Send confirmations, reminders, and operational updates
  • Contact guests about weather, water conditions, safety restrictions, closures, schedule changes, cancellations, or refunds
  • Respond to questions and provide customer service
  • Review and respond to website forms, applications, and inquiries
  • Moderate blog comments, detect spam, and maintain website security
  • Support reservation communications provided through Peek, including automated incomplete-booking reminders
  • Send promotional email or SMS when permitted
  • Personalize communications and offers
  • Analyze bookings, website activity, and customer interests
  • Measure and improve our services, website, advertising, and customer experience
  • Create advertising audiences and measure campaign performance
  • Maintain business, consent, accounting, safety, insurance, and legal records

Reservations, Payments, and Waivers

River Rat uses Peek and related third-party services to process reservations, payments, and participant waivers.

Peek may collect information directly from you under its own privacy policy and terms. River Rat receives information needed to fulfill reservations, communicate with guests, provide support, maintain records, analyze customer activity, and send marketing communications when permitted.

Peek may also automatically send booking reminders or incomplete-booking messages as part of its reservation platform. River Rat does not control the content or timing of those automated messages and may not have access to related delivery, open, or engagement data.

Website Forms and Blog Comments

When you submit a form through our website, we collect the information you choose to provide. We may use that information to respond to your request, provide customer service, evaluate an inquiry or application, administer a promotion, or address the purpose described on the form.

Submitting a website form does not automatically subscribe you to promotional email or SMS unless the form separately requests marketing consent and you choose to provide it.

When visitors leave comments on our blog, we may collect the information entered in the comment form, along with the visitor’s IP address and browser information, to help detect spam, moderate comments, maintain website security, and display approved comments.

Approved comments and the name provided with them may be publicly visible. Email addresses are not displayed publicly.

If our website uses Gravatar, an anonymized identifier created from the commenter’s email address may be provided to Gravatar to determine whether the commenter has an associated profile image. After a comment is approved, that profile image may be publicly visible next to the comment.

Email and SMS Marketing

River Rat may use Klaviyo and other service providers to send promotional emails and text messages when permitted.

We may use your contact information, booking history, interests, and engagement with River Rat’s own marketing communications to personalize messages and measure whether those messages were delivered, opened, or clicked.

You may unsubscribe from promotional email using the unsubscribe link included in the message. You may opt out of promotional text messages by replying STOP. Reply HELP for assistance or email info@smokymtnriverrat.com.

Consent to receive promotional SMS messages is not required to make a purchase. Message frequency varies, and message and data rates may apply.

We do not sell or share mobile numbers, SMS opt-in information, or SMS consent records with unaffiliated third parties for their own marketing purposes. We may provide this information to Klaviyo, telecommunications providers, and other vendors that help us operate and deliver the messaging program.

Our SMS program is also governed by our Mobile Terms of Service.

Cookies, Analytics, and Advertising

River Rat and our service providers may use cookies, pixels, tags, and similar technologies to operate the website, understand visitor activity, measure advertising results, and personalize marketing.

These tools may include:

  • Google Analytics
  • Google Tag Manager
  • Google advertising services
  • Meta Pixel
  • Klaviyo tracking technologies

These technologies may collect information about your browser, device, IP address, website activity, and interactions with advertisements.

You may limit or delete cookies through your browser settings. You may also manage advertising preferences through Google, Facebook, Instagram, your browser, or your device. Blocking cookies may affect certain website features.

Google and Meta Advertising

River Rat and our advertising agency may use Google, Facebook, and Instagram advertising services.

We may use website activity and customer information to:

  • Measure advertising performance and conversions
  • Show advertisements to previous website visitors
  • Create Google Customer Match and Meta Custom Audiences
  • Reach or exclude existing customers
  • Create similar or lookalike audiences

For these purposes, we or our agency may upload customer information, such as email addresses or telephone numbers, to Google or Meta. Information may be hashed or otherwise transformed as part of the matching process.

Google and Meta process information under their own privacy policies, terms, and advertising controls.

Service Providers and Advertising Agency

River Rat uses an outside advertising agency that may access our advertising accounts, analytics, audience information, Peek data, Klaviyo data, website activity, and campaign reports to provide advertising and marketing services on our behalf.

We may also provide or disclose information to service providers that help us operate our business, including:

  • Peek and payment providers
  • Klaviyo
  • Google and Meta
  • GoTo
  • Yonder chatbot services
  • Website hosting, maintenance, security, spam-detection, and form-processing providers
  • Legal, accounting, insurance, and other professional advisers

These providers process information in accordance with their applicable agreements, privacy policies, and legal obligations.

The examples of service providers and technologies identified in this policy describe our current practices and may change as our business, vendors, and services evolve. We may update this policy when a material change affects how personal information is collected, used, or disclosed.

Chat, Telephone, and Embedded Content

Our website may use Yonder to provide chatbot services and GoTo for telephone or customer-service communications.

Information you submit through a chatbot, telephone call, voicemail, text message, or similar communication may be processed by the applicable service provider and made available to River Rat.

Our website may also embed EarthCam, YouTube, Vimeo, maps, social-media content, or similar third-party features. These services may collect information through cookies or similar technologies under their own privacy policies.

Sale and Targeted Advertising

River Rat does not sell personal information to third parties in exchange for money.

Some state privacy laws define “sale,” “sharing,” or “targeted advertising” broadly enough to include certain uses of advertising cookies, pixels, Customer Match lists, Custom Audiences, or similar advertising technologies.

Depending on where you live and which laws apply, you may request to opt out of certain targeted-advertising or data-sharing activities by emailing info@smokymtnriverrat.com with the subject line Privacy Request.

Submitting an opt-out request does not necessarily prevent you from seeing advertising. It may limit certain uses of your information for personalized or targeted advertising where required by applicable law.

Data Retention and Security

We retain personal information for as long as reasonably necessary for the purposes described in this policy, including to provide services, maintain transaction and consent records, comply with legal or accounting requirements, resolve disputes, and support legitimate business operations.

Retention periods may vary depending on the type of information, the reason it was collected, and applicable operational or legal requirements.

We may retain limited records after an email or SMS opt-out so that we can continue honoring the request.

We use reasonable administrative, technical, and physical safeguards designed to protect personal information. However, no website, communication method, transmission, or storage system can be guaranteed completely secure.

Your Choices and Requests

Depending on where you live and which laws apply, you may be able to:

  • Unsubscribe from promotional email
  • Reply STOP to promotional text messages
  • Manage cookies and advertising preferences
  • Request access to or correction of certain personal information
  • Request deletion of certain personal information, subject to legal and operational exceptions
  • Request to opt out of certain targeted-advertising or data-sharing activities
  • Request information about how we collect, use, or disclose personal information

Submit requests to info@smokymtnriverrat.com with the subject line Privacy Request.

We may need to verify your identity before completing a request. We may deny or limit a request when permitted or required by law. Privacy rights vary by state and may not apply in every situation.

Children’s Information

River Rat offers activities that may be appropriate for children when booked and supervised by a parent, guardian, or responsible adult. Our website and marketing services are not directed to children under 13 for independent use.

A parent, guardian, or group organizer may provide participant ages or age ranges when making a reservation so that we can confirm eligibility and communicate applicable safety requirements. We do not intentionally collect personal information directly from children under 13 or use children’s information for advertising purposes.

If you believe a child under 13 has submitted personal information directly to us without appropriate parental or guardian authorization, contact us at info@smokymtnriverrat.com.

Changes to This Policy

We may update this policy as our services, technology, vendors, or legal obligations change.

When we make changes, we will update the “Last updated” date at the top of the policy. We may provide additional notice when a material change is required to be communicated under applicable law.

MOBILE TERMS OF SERVICE: SMS/Mobile Messaging Data

River Rat
Last updated: August 4, 2026

The River Rat mobile messaging program is operated by Wisdom Tree, LLC, doing business as River Rat (“River Rat,” “we,” or “us”).

By opting in, you agree to receive recurring promotional and informational text messages from River Rat at the mobile number you provided. Messages may be sent using automated technology and may include special offers, seasonal announcements, booking reminders, cart reminders, alerts, and other River Rat updates.

Consent is not a condition of purchasing any goods or services. Participation is voluntary.

Message frequency varies. Message and data rates may apply. River Rat does not charge for the program, but your wireless provider’s rates and fees may apply.

You may unsubscribe at any time by replying STOP to +1 855-774-0526. You will receive one final message confirming your opt-out. To receive help, reply HELP or email info@smokymtnriverrat.com.

Wireless carriers are not responsible for delayed or undelivered messages. You are responsible for providing a valid mobile number and notifying us if your number changes.

We may change the number used for the program and will provide notice when reasonably possible. Requests sent to a number we no longer use may not be received.

Your participation in the program is also subject to our Privacy Policy, which explains how we collect and use your information. SMS opt-in information and consent will not be sold or shared with unaffiliated third parties for their own marketing purposes.

We may update or discontinue the program or revise these Mobile Terms at any time, subject to applicable law.

Contact Us

Wisdom Tree, LLC
DBA River Rat
Email: info@smokymtnriverrat.com
Telephone: 865-448-8888
Website: smokymtnriverrat.com