Primm, Nevada, once a bustling gambling destination, now faces a hopeful future through a strategic partnership. Located along the California-Nevada border, Primm’s fortunes shifted after the Primm family, owners of the land housing three casino resorts along the 15 Freeway, announced a new collaboration. This partnership aims to save the declining state-line area and maintain numerous jobs.
The agreement involves Terrible’s, a Las Vegas-based company famous for its numerous gas stations and convenience stores, stepping in to manage the properties. Cory Clemetson, president of Primm South Real Estate Co. and grandson of Primm’s founder Ernie Primm, expressed enthusiasm about working with Terrible’s, noting their shared spirit in rebuilding Primm.
Tim Herbst, president of Terrible’s, emphasized their commitment to preserving Primm’s legacy while fostering growth, investment, and tourism. Terrible’s replaces Affinity Gaming, which is owned by private equity firm Z Capital Partners, in overseeing Primm’s operations. The change marks another chapter in the business landscape of southern Nevada gaming.
Issues initiated on May 5 when Affinity confirmed plans to close Primm Valley Casino Resorts. The announcement deeply impacted the community, with more than 300 employees receiving termination notices effective July 4. Clemetson described the closure as shocking, affecting workers living paycheck to paycheck.
Primm Valley was the latest of three resorts established between 1977 and 1994 to cease operations. Buffalo Bill’s, the largest of the resorts, ended continuous operations in July 2025, following Whiskey Pete’s closure in December 2024. Affinity Gaming has not elaborated on Primm’s challenges despite multiple inquiries.
In a letter to the Clark County Board of Commissioners, Erin Barnett, Affinity’s vice president and general counsel, noted in October 2024 that weekend traffic was insufficient to sustain three full-time casinos.
Scott Butera, Affinity’s CEO, spoke at the May 21 Nevada Gaming Commission meeting. He referenced difficulties with lease terms, property expenses, and intensifying competition in California as contributors to their financial losses.
Clemetson mentioned that Affinity sought assistance over time, including potential rent reductions, although the Primm family was unaware of Affinity’s financial troubles. Looking ahead, Clemetson indicated that Terrible’s was working on reacquiring a gaming license for Primm, hopeful for approval within three weeks.
Both the Herbst and Primm families aim to retain as many terminated employees as possible. Clemetson voiced optimism for Primm’s future with Terrible’s at the helm, attributing Terrible’s past bankruptcy during the Great Recession to broader economic issues that affected major brands.
As a former sports agent, Clemetson drew parallels to previous skepticism he encountered while representing soccer players, a sport which has since grown significantly. Similarly, he expressed confidence in Primm’s potential for success.
Tim Herbst and his family share the belief that Primm’s best days are forthcoming.