Primm’s Long Decline and Hopes for Revival

Primm, Nevada, once served as an attractive destination for those traveling from Southern California to Las Vegas along Interstate 15. It offered a family-friendly environment and was the first stop to gamble at the Nevada border. However, the growth of casinos throughout the United States has led Primm into a steep decline, turning it into a near ghost town where the main sounds are crows and highway traffic.

The Prizm Outlets in Primm, previously bustling with retail activity, now stand almost entirely empty. There is only one store still in operation—Sanithrift—where once popular brands like Coach and Michael Kors operated. Artists have now appropriated these empty spaces for murals, painting a different picture of what was once a vibrant location.

David Schwartz, a gaming historian from the University of Nevada, Las Vegas, points out that the rise of tribal casinos in Southern California over the last few decades has provided easier gaming options closer to home, reducing the need to drive all the way to Primm.

Primm was popular in the 1990s and early 2000s, drawing visitors with affordable rooms and casino games. It also hosted rodeos, boxing matches, and concerts by stars like Aretha Franklin. Families flocked to attractions like the Desperado roller coaster, a monorail, and a log flume ride. During this time, cities like Las Vegas were booming, leading many to believe the prosperity would never end.

The recent closure of two of Primm’s three hotels, Buffalo Bill’s and Whiskey Pete’s, symbolizes the area’s decline. Its once-famous roller coaster and monorail now sit idle. The outlet mall, once ranked among the nation’s best, now has only one remaining store—a thrift shop.

A few months ago, Affinity Interactive, the company operating Primm’s casino-hotels, announced plans to close the final hotel, the Primm Valley Resort & Casino, which would result in significant layoffs. Upon hearing this news, the Primm family, in partnership with Nevada’s convenience store chain Terrible’s, began efforts to restore the town. Cory Clemetson, Ernie Primm’s grandson, stated, “We’ve got to make one of the greatest comebacks in Nevada history.” He believes that if they can revive a ghost town, then anything is possible.

Las Vegas offers a potential blueprint for Primm’s revival. Despite the nationwide presence of casinos, Las Vegas maintains high tourism by reinventing itself and investing heavily in iconic structures like the Venetian, Mirage, and the Sphere. It also draws crowds with sports teams and venues such as Allegiant Stadium and T-Mobile Arena.

This evolution has given visitors reasons beyond gambling to choose Las Vegas over closer casino options. Schwatz comments, “What Vegas did differently was they invested a lot of money in buildings.” New projects, like the guitar-shaped Hard Rock Hotel, continue to add to its allure, attracting global attention and tourism.