A new partnership aims to revive the struggling Primm, Nevada, as the Primm family has joined forces with Las Vegas-based Terrible’s to operate key properties, according to the Los Angeles Times. This comes just weeks before the region faced potential closure, jeopardizing hundreds of jobs.
What happened
The Primm family announced a partnership with Terrible’s on Tuesday, aiming to rejuvenate the once-thriving gambling oasis along the California-Nevada state line. Terrible’s, known for its convenience stores, will manage several casino resorts in the area. Cory Clemetson, president of Primm South Real Estate Co., expressed optimism, stating, “What we saw with them is the same energy that we had in rebuilding Primm.”
Tim Herbst, president of Terrible’s, reinforced this commitment, saying, “This partnership reflects our commitment to preserving that legacy while creating new opportunities for growth, investment, and tourism for decades to come.” Terrible’s replaces Affinity Gaming, which announced the closure of Primm Valley Casino Resorts on May 5, leading to potential job losses for over 300 workers.
Clemetson described the looming closure as a “gut punch,” as the terminations were set to take effect on July 4. He highlighted the local impact, emphasizing that many employees lived paycheck to paycheck. The last operating resort, Buffalo Bill’s, ceased 24-hour operations in July 2025.
Why it matters
The revitalization of Primm is crucial not only for preserving local jobs but also for sustaining tourism along a significant travel route between Southern California and Las Vegas. This area, once a popular destination, has seen a decline in visitor traffic, leading to financial struggles for its resorts. The future of Primm’s economy hinges on the success of this new partnership.
Background
Over the past few years, Primm has experienced significant challenges. On October 5, 2024, Affinity Gaming’s vice president stated that traffic at the state line was insufficient to support three full-time casino properties. The Primm family was unaware of Affinity’s financial struggles and the request for rent reductions in previous years. Buffalo Bill’s was the last of the three resorts built between 1977 and 1994 to remain partially operational before its closure.
Terrible’s initial involvement with Primm dates back to its bankruptcy in 2010 when the company’s operations were taken over by private equity firm Z Capital Partners. This new deal symbolizes a full-circle moment for both the Primm and Herbst families.
What’s next
Terrible’s expects to reacquire a gaming license for Primm within the next three weeks, with plans to retain as many terminated employees as possible. The outcome of this initiative could reshape the future of Primm and potentially restore its status as a gambling destination.
