Cookies Policy

This policy (“Cookies Policy”) is issued by Sherman Theatre (referred to as “we”, “us” or “our” in this Cookies Policy), and applies to our use of “cookies” in connection with the website (“Website”).

By continuing to use our Website, you are agreeing to our placing cookies on your computer in accordance with the terms of this Cookie Policy. Please read this cookie policy carefully for more details about the information we collect when you use this Website.

Cookies and how they benefit you
Our website uses cookies, as almost all websites do, to help provide you with the best experience we can. Cookies are small text files that are placed on your computer or mobile phone when you browse websites.

To read our Privacy Policy please click here.

Sherman Theatre uses cookies for three main purposes:
• To ensure the website works, in particular for online booking
• To monitor website performance and help us make improvements in the future
• To tailor our marketing and use tools such as Facebook and Google AdWords to communicate more effectively through web advertising.

Our cookies help us:
• Make our website work as you’d expect
• Save you having to login every time you visit the site
• Remember your settings during and between visits
• Improve the speed/security of the site
• Allow you to share pages with social networks like Facebook
• Continuously improve our website for you
• Make our marketing more efficient (ultimately helping us to offer the service we do at the price we do)

We do not use cookies to:
• Collect any sensitive information
• Pass personally identifiable data to third parties
• Pay sales commissions

You can learn more about all the cookies we use below:

Google Analytics
This monitors how people use our site – for example the browser they use and the pages they visit. It’s used to assess our website’s performance and to help us plan improvements.

Google Ads
You may notice that sometimes after visiting our site you see increased numbers of adverts from us. This is because we pay for these adverts, and the technology to do this is made possible by this cookie. We use these adverts to encourage you to come back to our site. Don’t worry – we are unable to proactively reach out to you as the whole process is entirely anonymised.

These help us understand how well our online adverts are encouraging browsers to view more information about particular events on when an advert is displayed on a third-party website, a Google Ads cookie is placed on their machine, providing this is enabled by their browser settings. If that browser then visits, we can see that the advert has been effective. More information about Google’s own privacy policy and how to opt out can be found here.

Facebook / Instagram
This communicates with Facebook / Instagram activity on our website. In a similar way to Google Display Network / Google Adwords it allows us to reduce our costs (and keep our prices low) by using digital adverts to encourage you to visit us. Don’t worry – we are unable to proactively reach out to you as the whole process is entirely anonymised.

This cookie is a transient cookie (it is erased when you close the browser). It acts as a small amount of memory to remember what you’ve done on past pages.

Granting us permission to use cookies
If the settings on your software that you are using to view this website (your browser) are adjusted to accept cookies we take this, and your continued use of our website, to mean that you are fine with this. Should you wish to remove or not use cookies from our site you can learn how to do this below; however doing so will likely mean that our site will not work as you would expect.

• Our own cookies – We use cookies to make our website work by remembering your search settings.
• Third party functions – Our site, like most websites, includes functionality provided by third parties. A common example is an embedded YouTube video. Disabling these cookies will likely break the functions offered by these third parties.
• Social website cookies – So you can easily “like” or share our content on Facebook and Twitter, we have included sharing buttons on our site. The privacy implications of this will vary depending on the social network and will be dependent on the privacy settings you have chosen on these networks.

Anonymous visitor statistics cookies
We use cookies to compile visitor statistics such as how many people have visited our website, what type of technology they are using (e.g. Mac or Windows, which helps to identify when our site isn’t working as it should for particular technologies), how long they spend on the site, what page they look at etc. This helps us to continuously improve our website. These so-called “analytics” programs also tell us , on an anonymous basis, how people reached this site (e.g. from a search engine) and whether they have been here before; this helps us to put more money into developing our services for you instead of marketing spend.

We use advertising cookies
Cookies are widely used in online advertising. Neither us, advertisers or our advertising partners can gain personally identifiable information from these cookies. You can learn more about online advertising at You can opt-out of almost all advertising cookies at although we would prefer that you didn’t, as ultimately advertising helps keep much of the internet free. It is also worth noting that opting out of advertising cookies will not mean you won’t see adverts, just simply that they won’t be tailored to you any longer.

We use:
• Google Ads – privacy policy owned by Google
• Remarketing cookies

You may notice that sometimes after visiting a site you see increased numbers of adverts from the site you visited. This is because advertisers, including us, pay for these adverts. The technology to do this is made possible by cookies and as such we may place a so-called “remarketing cookie” during your visit. We use these adverts to offer special offers etc to encourage you to come back to our site. Don’t worry, we are unable to proactively reach out to you as the whole process is entirely anonymised. You can opt out of these cookies at any time as explained above.

Managing cookies
Cookies cannot be used by themselves to identify you. You can easily control and disable cookies through your browser settings. All browsers are different – for more information on cookies in general, visit the following external links:

The following links may assist you in managing your cookies settings, or you can use the ‘Help’ option in your internet browser for more details:

Please be aware that by limiting or deleting cookies, your experience of our website might not be the best it could be. If you have any questions about cookies, please contact the Data Protection Officer in the following ways:

  • Sherman Theatre Senghennydd Road, Cathays Cardiff CF24 4YE
  • By email:

Turning cookies off
You can usually switch cookies off by adjusting your browser settings to stop it from accepting cookies. Doing so, however, will likely limit the functionality of this site – and a large proportion of the world’s websites – as cookies are a standard part of most modern websites.

Most web browsers allow some control of most cookies through the browser settings. To find out more about cookies, including how to see what cookies have been set and how to manage and delete them, visit or To opt out of being tracked by Google Analytics across all websites visit

We collect anonymous technical information including IP address, browser type and version, operating system that is used to understand how people interact with the website. We will also collect email addresses if you provide via the form on the website – including the time and date of your visit, geographical data, e.g. the location or time zone of a device, the pages that were requested, the referring website (if provided), the length of time spent on our website and your internet browser version – and consent to the collection.

Anonymous analytics data for website usage and advertisement effectiveness is gathered as described above and is stored by a third-party.

We use cookies on our website. For more information on cookies, please see our Cookie Policy  to find out more about the cookies we use and how to manage and delete cookies.

We want to make sure that our website enables people to learn about our shows and to book tickets and that the site meets the needs of our customers and is easy to use. To do this, we need to understand how people use this site, where they spend time and which pages they find less useful. We use Google Analytics to understand how you and other visitors use our website, for example recording in what order pages are visited and how long is spent on each, so that we may improve the website in future. Google Analytics’ privacy policy may be found here. We record your consent to store site analytics cookies when you first visit the site and click on the cookie notice. The lawful basis on which we process these analytics cookies is our legitimate interest in improving our website as we believe that the use of such cookies is not intrusive.

We know that many people visit our theatre website more than once to learn about our programme of events before deciding to book tickets. We want to make sure that our digital advertisements on third-party websites and social media are seen by people likely to be interested in the show, including by visitors to this site who have not yet booked. We also want to understand the effectiveness of our advertising in encouraging visits to the website and ticket bookings so that we may improve it in future for example by reviewing the choice of advertising design and the websites and advertising networks used to reach possible customers. Achieving this may involve showing different versions of advertisements to different customers to measure the responses generated by each. We may use available browsing history, including visits to this website, to identify people to whom we wish to show advertisements on websites operated by third parties and to record how many visitors are referred to our site from other sites. We use Google advertising tracking cookies to achieve this and process these cookies on the basis of legitimate interest. We believe that showing relevant advertisements is in your interest as well as ours and we do not believe that such personalisation is generally considered intrusive. We respect any decision not to participate in personalised advertising, in which case third party sites may show you non personalised advertising and you may still see advertisements for our show. We record your consent to store advertising tracking cookies when you first visit the site and click on the cookie notice. Details of how to change your settings to opt out of personalised advertising may be found in our Cookie Policy here. We use Google to track our advertising. Details of how long your data is stored and how transfers outside the EEA are protected may be found in their Privacy Policy. Our tracking cookie information is not shared with third parties for their own use, though we may use it to reconcile advertising costs with the publishers of third party sites.

In addition to using cookies, we might also use pixels and other web tools to collect information about your browsing activities whilst on our Site. In this respect the information that is provided is similar to the information supplied by cookies, and we use it for the same purposes. .We often use tracking services to monitor the response from adverts we place on third-party websites. These services may use cookies and pixels to track visitors who have clicked through from these ads, data from which is used to assess the advert’s performance. Any information that we acquire about you using cookies, pixels or other web tools is subject to the same restrictions and conditions as any other information we collect about you.

By using our website you are consenting to our use of cookies in accordance with our Cookie Policy.