Primm, Nevada, a former gambling oasis near the California border, has received a new lease on life through a partnership aimed at saving the struggling state-line strip and hundreds of jobs, just a month before its scheduled closure.
The Primm family, owners of the land encompassing three casino resorts and other businesses along the I-15 Freeway, announced Tuesday that Terrible's, a Las Vegas-based company owned by the Herbst family, will operate the properties. Terrible's, known for its chain of gas stations and convenience stores, is stepping in to revive the area.
Cory Clemetson, president of Primm South Real Estate Co. and grandson of Primm founder Ernie Primm, expressed optimism about the deal. "What we saw with them is the same energy that we had in rebuilding Primm," Clemetson stated in an interview with The Times. Tim Herbst, president of Terrible's, echoed this sentiment, 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 takes over from Affinity Gaming, which had acquired the Primm properties in 2010 after Herbst Gaming declared bankruptcy. The impending closure was confirmed on May 5 by Affinity, whose subsidiary, Primadonna Co. LLC, had issued termination notices to over 300 employees effective July 4. Clemetson described the closure announcement as a "gut punch," particularly its timing around the Fourth of July holiday.
Primm Valley Casino Resorts was the last of three resorts at the site to remain in full operation, following the closures of Buffalo Bill's in July 2025 and Whiskey Pete's in December 2024. Affinity Gaming had cited insufficient traffic to support three full-time casino properties and significant financial losses. Scott Butera, Affinity’s chief executive, noted the challenges of a difficult lease, expensive property, and increasing competition from California.
Clemetson indicated that Affinity had previously sought assistance, such as rent reductions, though the Primm family was not privy to Affinity's financial situation. Terrible's is currently in the process of reacquiring a gaming license for Primm, with hopes of completion within the next three weeks. Both the Herbst and Primm families aim to retain all employees who received termination notices. Clemetson expressed confidence in Primm's future under Terrible's management, attributing the 2010 bankruptcy to the Great Recession. He believes Primm's best days are still ahead.
