Primm, Nevada, once a bustling gambling destination near the California state border, had faced a possible closure. However, a new partnership has revitalized its future. The Primm family, owners of the land hosting three casino resorts and other enterprises along the 15 Freeway, announced a collaboration designed to rescue the area and save numerous jobs.
Las Vegas-based Terrible’s, owned by the Herbst family and recognized for its chain of gas stations and convenience stores, will operate the properties. Cory Clemetson, president of Primm South Real Estate Co., shared, “We saw in them the same energy we had in rebuilding Primm.” Clemetson is related to Primm’s founder Ernie Primm, who gained fame in Southern California with his Gardena card rooms in the 1930s and ’40s.
Tim Herbst, president of Terrible’s, stated, “This partnership reinforces our dedication to preserving Primm’s legacy while creating prospects for growth and tourism for years.” Terrible’s replaces Affinity Gaming, owned by Z Capital Partners. Herbst Gaming, the predecessor to Terrible’s, had declared bankruptcy in 2010, leading to Primm’s acquisition by Z Capital Partners.
The return process for Terrible’s began on May 5 when Affinity disclosed the closure of Primm Valley Casino Resorts. More than 300 employees received termination notices effective July 4. Clemetson described the announcement as “like a gut punch,” given the employees’ uncertain futures and timing around the Fourth of July.
Primm Valley was the last of the three resorts, built between 1977 and 1994, to remain fully operational. Buffalo Bill’s ceased around-the-clock operations in July 2025, following the closure of Whiskey Pete’s in December 2024. Affinity Gaming declined to comment on Primm’s difficulties, but its vice president, Erin Barnett, stated that traffic primarily concentrated on weekends wasn’t enough to sustain three full-time casinos.
Scott Butera, Affinity’s chief executive, mentioned lease issues and intensified competition in California as factors in their decision. Although Affinity sought assistance over the years, such as reduced rents, the Primm family lacked insights into the company’s financial status.
Looking ahead, Clemetson revealed that Terrible’s aims to obtain a gaming license for Primm, possibly within three weeks. The Herbst and Primm families intend to preserve jobs for workers who received termination notices. Clemetson expressed optimism about Terrible’s steering Primm’s future, attributing its previous bankruptcy to the Great Recession. “Many establishments, including MGM and Caesar’s, faced similar challenges,” Clemetson remarked.
Recalling his own experiences as a sports agent, Clemetson saw parallels in Primm’s potential revival. Despite skepticism about soccer’s future in America during his tenure with L.A. Galaxy, Major League Soccer has now expanded with franchises valued at over a billion dollars. Tim Herbst and his family believe “Primm’s best days are still ahead.”