Primm, Nevada, once thrived as a bustling stopover for travelers on Interstate 15, moving between Southern California and Las Vegas. Offering a family-friendly atmosphere, it was the first point of gambling right past the Nevada border. Over time, a surge of casinos nationwide diminished its shine. Today, Primm is nearly empty, marked only by the noise of cawing crows and passing trucks.
The Prizm Outlets, previously known as the Fashion Outlets of Las Vegas, used to house renowned brands like Coach and Michael Kors; now, it’s mostly deserted. Only one store, Sanithrift, remains open amidst murals painted by artists on the abandoned storefronts.
Gaming historian David Schwartz from the University of Nevada, Las Vegas, explains that tribal casinos emerging in Southern California have provided more convenience. Travelers once preferred to visit Primm for the short drive rather than longer trips to other destinations.
During Primm’s peak in the 1990s and 2000s, visitors flooded the town for affordable rooms and casino gambling. Major events like rodeos, concerts by celebrated musicians like Aretha Franklin, and attractions such as the “Desperado” roller coaster, monorail, and log flume drew many families.
However, Primm’s decline became evident as two of its three hotels, Buffalo Bill’s and Whiskey Pete’s, shut down. The once-famous roller coaster now sits idle, as does the monorail that linked the Primm Valley Resort and Casino with Whiskey Pete’s. The outlet mall, once a top destination, now only has one remaining store, a thrift shop.
A few months ago, Affinity Interactive, the company managing Primm’s casino-hotels, planned to close the last standing hotel, the Primm Valley Resort & Casino, potentially leaving numerous employees jobless. In response, the Primm family, who owns the land, has partnered with Nevada-based Terrible’s to rejuvenate the town.
“We’ve got to make one of the greatest comebacks in Nevada history,” expresses Cory Clemetson, grandson of town founder Ernie Primm. “If you can turn a ghost town into greatness again, there’s not anything you can’t do. And so why not go for the challenge, why not us?”
Las Vegas may serve as a blueprint for Primm’s revival. Through continual reinvention, Las Vegas has successfully attracted tourists even as casinos have proliferated across the country. Tourism remains robust due to strategic investments in significant attractions such as the Venetian, Mirage, Sphere, as well as sports venues like Allegiant Stadium and T-Mobile Arena.
“What Vegas did differently was they invested a lot of money in buildings, things like the Venetian, like Mirage, like Sphere, sports teams coming here now, Allegiant Stadium, T-Mobile Arena,” adds Schwartz. “All that stuff gives people a reason to come to Vegas instead of going to a casino closer to where they live.”
The architectural allure of places like the Venetian, designed to resemble Venice, Italy, continues to draw crowds. Such innovations suggest that with strategic investment, places like Primm too might lure visitors back once more.