An eleventh-hour deal has saved Primm’s casino industry, allowing workers to maintain their positions and continue serving as a cross-border tourist attraction for Southern Californians despite increased competition from many trusted offshore betting sites.
New Dealer in Town
July 4th was supposed to be the last day of operations for Primm’s casino and hospitality industries, a requiem for a once vibrant gambling community. But instead, it has turned into a celebration of a promising future and a new chapter for the southern Nevada town, which has served as a cheaper alternative to the bright lights of Las Vegas, located 45 minutes north.
As reported here in May, Primm had gone from a boomtown to a ghost town over the last 20 years, coinciding with the burgeoning number of tribal casinos in Southern California, made possible by California’s passage of Proposition 1-A in 2000, a law allowing tribal gaming.
Affinity Gaming announced that it was shutting off the lights at the town’s only remaining hotel, the Primm Valley Resort, and shuttering operations at all its businesses in the community. This included a convenience store on the California side of the border, one of the state’s largest lottery ticket sellers.
But all of that doom and gloom quickly vanished when it was announced that the Primm family, the community’s landholders, found a new gaming concern that would take over its operations and save over 300 jobs in the process. Las Vegas-based Terrible’s is the white knight in the story, agreeing to operate its hotel-casino and related properties.
The grandson of Primm founder Ernie Primm and president of the Primm South Real Estate Company, Cory Clemetson, said the Primm family is “delighted to partner with Terrible’s and the Herbst family to help our family manage and operate these properties that are so important to Southern Nevada, our economy, and the people who live, work, and play at Primm.”
Common Heritage
The Primm and Herbst families are well-known to each other, and the fit appears seamless between the two. Both are family-run businesses with a unique understanding of the gaming industry. The two are partnering not only to save Primm but also to reimagine it and reignite the passion truckers, tourists, and travelers had for the welcoming waystation in the desert when it was in its heyday.
“Primm has long been one of Nevada’s most recognizable destinations,” said Tim Herbst, president of Terrible’s. “This partnership reflects our commitment to preserving that legacy while creating new opportunities for growth, investment, and tourism for decades to come. We believe Primm’s best days are still ahead.”
Clemetson noted how similar the families are and their shared background in Nevada, dating back decades.
“Our families have a lot in common and share the same goals for Primm,” he said. “Although we were grateful for all the highly qualified operators that expressed interest in partnering with us at Primm, we were impressed with how the team at Terrible’s shared our goals and confidence in the long-term success of Primm.”
When word spread that Primm’s operations were going to be rescued, even travelers were relieved. One regular visitor said, “It just makes sense that this needs to stay open. For us who are on the road traveling, trying to make the most of our summer vacation, we do appreciate that.”
