A month before its scheduled shutdown, Primm, Nevada, once a thriving gambling hub on the border with Southern California, finds hope for revival. The Primm family, who own the land encompassing three casino resorts and other businesses along the 15 Freeway, announced a crucial partnership aiming to rescue the struggling area and save numerous jobs.
Las Vegas-based Terrible’s, famous for its gas stations and convenience stores, will now operate these properties. Cory Clemetson, president of Primm South Real Estate Co. and grandson of Primm founder Ernie Primm, expressed optimism about the partnership. He remarked on Terrible’s enthusiasm in rebuilding Primm, comparable to the family’s own efforts.
“Primm has long been one of Nevada’s most recognizable destinations,” stated Tim Herbst, president of Terrible’s. “This partnership reflects our commitment to preserving that legacy while creating new opportunities for growth, investment, and tourism for decades to come.”
Terrible’s will replace Affinity Gaming, previously owned by Z Capital Partners, who took control of Primm in 2010 when Herbst Gaming declared bankruptcy.
This transition began on May 5, when Affinity confirmed the closing of Primm Valley Casino Resorts. Affinity’s subsidiary, Primadonna Co. LLC, informed over 300 employees of their termination effective July 4. Clemetson described the announcement as a blow to the community, especially due to its timing on the Fourth of July, affecting many living paycheck to paycheck.
Primm Valley was the last operational resort among three built between 1977 and 1994. Buffalo Bill’s, the largest, ended 24-7 operations in July 2025, following the closure of Whiskey Pete’s in December 2024.
Affinity Gaming was unavailable for comment regarding Primm’s challenges, but in correspondence with the Clark County Board of Commissioners, they noted insufficient traffic to support three full-time casinos. Affinity’s CEO, Scott Butera, mentioned financial difficulties at a recent Nevada Gaming Commission meeting, citing a difficult lease and increasing competition in California.
While Affinity sought assistance over the years, the Primm family was unaware of their financial issues. Now, Clemetson hopes Terrible’s will secure a gaming license soon and aims to rehire all affected employees. He remains hopeful about Primm’s future under Terrible’s leadership, attributing past financial troubles to the Great Recession, which impacted many major brands.
Referring to Primm’s potential, Clemetson recalled skepticism he faced when representing soccer players, which many thought was unwise then; yet soccer’s popularity soared. Tim Herbst and his family share the belief that Primm’s brightest days lie ahead.