Las Vegas-based Terrible’s has struck an agreement with the Primm family to operate Primm Valley Casino Resort and other properties, preventing closures originally scheduled for July 4. The deal safeguards over 300 jobs and maintains essential services for the border town along Interstate 15, situated between Nevada and California. Terrible’s, the prior operator of Primm and a longtime Nevada gaming brand, owns a slot route servicing taverns, convenience stores, and fuel stations across multiple states.

“Primm has long been one of Nevada’s most recognizable destinations,” said Terrible’s President Tim Herbst. “This partnership reflects our commitment to preserving that legacy while creating new opportunities for growth, investment, and tourism for decades to come. We believe Primm’s best days are still ahead.”

A Historic Partnership to Preserve Community and Jobs

The Primm family, which has owned extensive land and businesses in the area since the 1950s, expressed optimism about the renewed partnership. Cory Clemetson, grandson of town founder Ernie Primm and president of Primm South Real Estate Co., said the family was “delighted to partner with Terrible’s and the Herbst family to help our family manage and operate these properties that are so important to Southern Nevada, our economy, and the people who live, work and play at Primm.”

Clemetson emphasized the urgency of the arrangement, noting that the July 4 closure date would have displaced nearly 500 people, including employees and their families. The previous operator, Affinity Gaming, and its parent company, Z Capital, had planned the shutdown after nearly 15 years of managing the properties, citing financial unviability.

Regulatory Approvals and Future Plans

Terrible’s must obtain licensing from Nevada gaming authorities before taking over operations. A special Nevada Gaming Control Board meeting and a Nevada Gaming Commission hearing are scheduled for June 25 to review the application. Chairman Mike Dreitzer highlighted the Herbst family’s extensive experience as licensed operators, stating, “We will do everything we can to help ensure continuity of gaming operations at Primm.”

The partnership also includes continuity for existing amenities, such as the Flying J travel center operated by Pilot Co., which will continue under its current management. As The Nevada Independent reports, Sam Edgmon, Pilot’s vice president of operations, praised the collaboration with the Primm family: “We have been in close communication with the Primm family and appreciate their continued commitment to supporting the community, our team members and drivers who rely on this location.”

Looking Ahead: Modernizing and Enhancing Primm

Plans for the properties under Terrible’s management include potential renovations, infrastructure upgrades, improved traveler amenities, enhanced food and beverage options, and investments to modernize the overall visitor experience. Clemetson added, “We’re going to see a much better Primm than we have in a long time.”

Terrible’s described its goals as reenergizing Primm as a premier destination for travelers, tourists, and residents, ensuring a strong Nevada experience while maintaining the town’s historical identity. Affinity Interactive, which managed the properties prior to Terrible’s takeover, confirmed its support for an orderly transition, emphasizing collaboration with the Primm family and regulators to ensure continuity for the community and employees.

“Primm occupies a unique place in Nevada’s history,” a Terrible’s spokesperson said. “From day one, our team will be focused on improving operations, enhancing the customer experience, and identifying opportunities to invest in the properties and surrounding amenities.”