Terrible’s has finalized a partnership with the Primm family to oversee its hotel-casino establishments in Primm, Nevada, after a closure announcement from the previous operator, Affinity Gaming.
This agreement encompasses the Primm Valley Casino Resort, Oasis Apartments, The Lotto Store, and related facilities situated on the Nevada-California border. The Primm family made the announcement on Tuesday, indicating that they will collaborate with the Las Vegas-headquartered company and the Herbst family to manage and operate properties that have been under family ownership since the 1950s.
The operating agreement follows a May 5 notification from Affinity Gaming and Z Capital to employees, locals, and Nevada gaming regulators about the impending closure of the properties they have managed in Primm for almost 15 years, scheduled for July 4.
Cory Clemetson, the grandson of Primm’s founder Ernie Primm and the president of the Primm South Real Estate Company, stated that the Primm and Herbst families are committed to doing everything feasible to prevent the currently operating properties from ceasing operations by that date.
“We’re thrilled to have secured such a qualified and aligned partner for our Primm properties in just over a month after that unfortunate and ill-timed announcement,” Clemetson remarked.
Emphasizing Operational Continuity
Terrible’s signified that ensuring consistency for employees, residents, guests, and business associates is its foremost concern moving forward.
In a press release, the company stated:
“Primm holds a unique position in Nevada’s history and in the minds of countless travelers who have journeyed through this gateway community over the years. We perceive significant opportunities to reinvigorate energy, excitement, and progress in these properties through our operational collaboration with the Primm family.
“Our immediate focus is providing continuity for current employees, residents, guests, and business partners while laying a strong groundwork for future growth. From day one, our team will prioritize enhancing operations, refining the customer experience, and identifying investment opportunities in the properties and the surrounding amenities.
“We are confident Primm can reclaim its status as one of the most vibrant travel destinations along Interstate 15, and we are eager to embark on that journey. Our goal is straightforward: when travelers enter Nevada, we want Primm to be their first stop where their Nevada adventure begins, and their last stop on the way home, creating lasting memories and a desire to return.”
“We’re looking forward to sharing more about our future plans.
Legacy Owners Choose Operating Partner
Clemetson noted that the Primm family possesses hundreds of acres of land and multiple businesses in the border town and received interest from various operators seeking to partner on the properties.
The family ultimately opted for Terrible’s, whose parent company includes the Herbst family, a well-established Nevada business group with interests in gaming, convenience retail, fuel, hospitality, and travel services.
Clemetson expressed that the family is “excited to collaborate with Terrible’s and the Herbst family to assist our family in managing and operating these vital properties for Southern Nevada, contributing to our economy and the community of Primm.”
He also noted the long-standing connections between the two families.
“Our families share many similarities and goals for Primm,” Clemetson remarked. “While we were thankful for the qualified operators who showed interest in partnering with us at Primm, we were particularly impressed by how Terrible’s team aligned with our goals and faith in Primm’s long-term success.”
In another comment, Clemetson added: “We are optimistic about Primm’s future and anticipate collaborating for many years to modernize, energize, and enhance our properties in the area.“
“Primm has long been one of Nevada’s most iconic locations,” stated Tim Herbst, President of Terrible’s. “This partnership embodies our dedication to preserving that legacy while creating fresh opportunities for growth, investment, and tourism for years to come. We believe the best days for Primm are still ahead.
Potential Renovations and Investments Under Consideration
The involved parties have indicated that future plans may consider property renovations, improved traveler facilities, refined food and beverage options, infrastructure upgrades, and other investments aimed at enhancing the visitor experience while maintaining Primm’s distinct identity.
Further details regarding upcoming developments and investment plans are anticipated to be unveiled as planning progresses.
This partnership is focused on restoring, enhancing, and reimagining Primm as a travel destination for tourists, travelers, truck drivers, and the residents of Southern Nevada.
Community Stakeholders Welcome Partnership
The announcement received support from local government and business community stakeholders with interests in the area.
Clark County Commission Chair Michael Naft remarked: “I’m thankful to both the Primm and Herbst families for their cooperation in safeguarding these crucial businesses and the jobs associated with them. Clark County will continue to collaborate with both parties to ensure a seamless transition.”
Pilot Company, which manages the Flying J travel center in Primm, expressed its support for efforts to establish a sustainable operating agreement.
“We are optimistic about the progress being made toward finding a lasting solution for the Flying J location in Primm, Nevada,” stated Sam Edgmon, vice president of operations and business development at Pilot. “We have maintained close communication with the Primm family and appreciate their ongoing commitment to supporting the community and our team members and drivers who rely on this location.”