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Last updated and in effect from 4 November 2026.

Privacy policy

What The Reserve by MLA collects on this website, why, who sees it and the choices you have.

Who we are

"We" means Michelle Leo Agency LLC d/b/a The Reserve by MLA ("The Reserve"). Write to us at info@thereservebymla.com or 1000 West Avenue, Miami Beach, FL 33139.

This policy covers this website, the waitlist, artist applications, and the emails and texts we send. The Reserve app will have its own policy when it opens.

What we collect

When you join the waitlist

  • Your first and last name, email address and city.
  • Your mobile number, if you give it.
  • Your choices: your agreement to news by email (and to texts, once we offer them), with the exact words you saw and the time.
  • That you confirmed you are 18 or over, and which versions of this policy and our terms you were shown.
  • The launch offer, if one is held for your city.
  • If you answer it, the one question after you join: what you are most likely to book.
  • How you found us: the campaign tags in the link you followed, the name of the site that sent you and the page of ours you first opened. Not your browsing history.

When you apply as an artist

  • Your name, email address, mobile number, where you are based, your specialties, your Instagram or Facebook, your website link (optional), your LinkedIn profile (optional), and your years of experience.
  • Anything you write in your note.
  • The files you upload: your résumé, certifications, a headshot, and up to five more files of your work (PDFs, photos or short videos). Photos are redrawn in your browser before they are sent, which removes their location and camera details. Videos and PDFs are sent as they are, with any details saved in them, such as where and when a video was made, or the photos inside a PDF.
  • That you confirmed you are 21 or over, which versions of this policy and our terms you were shown, and the words under the Send button, with the time.
  • How you found us, as for the waitlist.

Please do not upload ID documents, Social Security numbers or bank details.

When we write to each other

  • Our emails and texts to you and your replies, and notes our team adds about your sign-up or application.

Automatically

  • Our host, Cloudflare, handles your IP address and browser details to deliver the site and protect it. We keep no request logs of our own.
  • Our check that a form is sent by a person, Cloudflare Turnstile, looks at signals such as your IP address and browser to tell people from bots. Cloudflare also uses these signals to improve its bot check.
  • When you apply, we keep a scrambled form of your IP address with your application, to limit repeated applications. We never store the address itself.
  • We count visits and see how the site is used with PostHog, an analytics service, through our own web address. It keeps a random ID, the first page you opened and the site that sent you, in a cookie of our own for up to a year, and in your browser's session storage until you close the tab, so a return visit counts once. It records which steps of a form you reached, the choices you picked (such as your city or crafts), and how long each page was open and how far down it was scrolled, never what you type. None of it is linked to your name or email. Of where you are, it records only your approximate city, region and country, which our host Cloudflare works out from your IP address; PostHog does not record your IP address. It does not record your screen. If your browser sends a Global Privacy Control or Do Not Track signal, we do not load it.
  • If something on the site fails in your browser, an error report (the page, your browser, the error and the steps just before it, such as pages opened and buttons pressed; not what you typed) goes to Sentry, our error-tracking service, without your IP address.
  • Your choice of light or dark theme is kept in your own browser. So is how you found us (above), until you close the tab; a form sends it with what you type. So is an email you type into the bar at the bottom of another page, until our home page opens, fills it into the sign-up form and deletes it (or you close the tab). It is never put in the web address, and it reaches us only if you send the form.

We do not take payments on this website.

How we use it

  • To tell you when The Reserve opens in your city, and to send your launch offer if one is held for it.
  • To learn where people want The Reserve and what they want to book, from your city and your answer to the question after you join.
  • A mobile number you give is kept with your sign-up; we do not text it.
  • To send news, updates and promotional offers about The Reserve by email: you agree to this when you join the waitlist, and you can unsubscribe at any time.
  • If you ticked the box and confirmed by text: to send texts.
  • To review artist applications and reply to you.
  • To keep the site and its forms safe from abuse.
  • To understand, in total, how the site is used.
  • To meet our legal duties.

If you joined the waitlist before this policy took effect, we told you we would use your details only to tell you when The Reserve opens in your city and to send your offer. We keep to that, unless you choose to hear more.

Texts

Apart from one text asking you to confirm, we send texts only if you tick the box for them and then reply YES. Agreeing to texts is not a condition of any purchase. How often we text varies, up to 4 texts a month. Message and data rates may apply. Reply STOP to stop at any time, or email info@thereservebymla.com; reply HELP for help.

We do not share or sell mobile numbers, text opt-in data or consent with third parties or affiliates for marketing or promotional purposes.

Who we share it with

  • Companies that provide a service to us and may use your information only for that service: Cloudflare (hosting, database, file storage and the bot check), our email provider, our text provider, PostHog (analytics), Sentry (error reports), and the developer who runs the website for us.
  • Anyone the law requires us to tell, or when needed to protect people's rights and safety.
  • A buyer, if The Reserve business is sold or merged, under this policy. Your consent to texts is not passed on.

We do not sell your personal information, and we do not share it for advertising on other websites.

Your choices

  • Every email of news or offers has an unsubscribe link, and it works at once. Unsubscribing stops every email to that address, including the opening notice, your offer code and replies about an artist application. Signing up again does not restart them. To start them again, write to info@thereservebymla.com from that email address. For news and offers, also join the waitlist again.
  • Reply STOP to any text.
  • To see, correct or delete what we hold about you, email info@thereservebymla.com. We reply within 30 days.

If you unsubscribe or ask us to delete your details, we keep your email address or number on a do-not-contact list, a record of what you agreed to and when, and a log of when we wrote to each other, so that we never contact you again.

How long we keep it

  • Waitlist details: until you ask us to delete them, or 12 months after The Reserve opens in your city, whichever comes first. If you joined for a city where no first-booking offer is held, we keep them until you ask us to delete them, or 24 months after you joined, whichever comes first; if The Reserve opens there before then, the 12 months after opening apply instead. If you unsubscribe, we stop emailing you but keep your sign-up until then.
  • Artist applications and their files: 12 months after our decision, unless you join The Reserve.
  • An application is kept from the moment you send its first step (Your details). For an hour after that you can add a note and files to it (Anything else); once that hour is over, nothing more can be added from this site.
  • Records of your consent, and the log of when we wrote to each other: 5 years after our last message to you. The do-not-contact list: for as long as we send emails or texts.
  • Messages and our notes: as long as your waitlist details or application.
  • Error reports: up to 90 days.
  • Analytics: as long as PostHog keeps them for our plan (1 year on our current plan). They are not linked to your name or email.

Keeping it safe

This website sends your information encrypted (HTTPS), and the provider of our database and file storage encrypts it where it is stored. Texts travel over mobile networks and are not encrypted end to end. Uploaded files are kept in private storage, never at a public web address, and only The Reserve team and the developer who runs the website for us can open them. If a breach affects your information, we will tell you as the law requires.

Children

This website is for adults. You must be 18 or over to join the waitlist, and 21 or over to apply as an artist. We do not knowingly collect information from children under 13. If we learn that we have, we delete it.

Do Not Track and other websites

We treat a Do Not Track or Global Privacy Control signal by not loading our analytics. We do not let other companies use this website to track you across websites for advertising or profiling.

Changes to this policy

We post every change here with a new version and date. If a change would let us use information you already gave us in a new way, we ask you first.

Contact

Michelle Leo Agency LLC d/b/a The Reserve by MLA, 1000 West Avenue, Miami Beach, FL 33139. Email: info@thereservebymla.com.