Primm, Nevada Sees New Hope with Terrible’s Partnership

A month before its planned closure, Primm, Nevada, finds new hope. The Primm family, who own the land, has partnered with Las Vegas-based Terrible’s to revitalize the area and save numerous jobs.

Terrible’s, known for a network of gas stations and convenience stores, will now operate Primm’s properties. “What we saw with them is the same energy that we had in rebuilding Primm,” said Cory Clemetson, president of Primm South Real Estate Co. Clemetson’s grandfather, Ernie Primm, gained fame in Southern California for Gardena card rooms in the 1930s and 1940s.

In 2025, Terrible’s is set to replace Affinity Gaming, owned by Z Capital Partners. Efforts to get a response from Affinity Gaming representatives have been unfruitful. The partnership began when Affinity confirmed the closure of Primm Valley Casino Resorts. They issued termination notices to over 300 employees, effective July 4.

Clemetson expressed his astonishment, describing the closure announcement as a “gut punch,” especially near a national holiday. Primm Valley was the last of the three resorts at the site, fully operational between 1977 and 1994.

Affinity Gaming did not respond to requests for comments. However, in an October 2024 letter, they cited insufficient traffic at the state line to support three full-time properties. Scott Butera, former CEO of Affinity, explained it was a challenging lease with intense competition from California.

Clemetson said that while Affinity sought assistance over the years, the Primm family was not aware of their financial struggles. Hopeful about the future, Clemetson expects Terrible’s to acquire a gaming license for Primm soon, aiming to retain as many of the laid-off employees as possible.

Clemetson attributed Terrible’s 2010 bankruptcy to the Great Recession, sharing similar challenges with major brands like MGM and Caesar’s. He remains positive about Primm’s revival, paralleling it with Major League Soccer’s rise.

Tim Herbst of Terrible’s stated their commitment to preserving Primm’s legacy and fostering growth. Both the Herbst and Primm families express optimism for Primm’s future, with ambitions to restore its former appeal.