Terrible’s has reached an agreement with the Primm family to operate its hotel-casino properties in Primm, Nevada, following a closure notice issued by the destination’s previous operator, Affinity Gaming.
The agreement covers the Primm Valley Casino Resort, Oasis Apartments, The Lotto Store and related properties in the community located on the Nevada-California border. The Primm family announced the arrangement Tuesday, saying it will partner with the Las Vegas-based company and the Herbst family to manage and operate assets the family has owned since the 1950s.
The operating agreement follows a May 5 notice from Affinity Gaming and Z Capital to employees, residents and Nevada gaming regulators stating that the properties they have operated in Primm for nearly 15 years were scheduled to close on July 4.
Cory Clemetson, grandson of Primm founder Ernie Primm and president of the Primm South Real Estate Company, said the Primm and Herbst families will be “doing everything possible” to prevent the currently operating properties from closing by that date.
“We’re pleased that we were able to secure such a qualified and like-minded partner for our properties at Primm in just over a month after that unfortunate and poorly timed announcement,” Clemetson said.
Focus on operational continuity
Terrible’s said maintaining continuity for employees, residents, guests and business partners will be its immediate priority.
In a statement, the company said:
“Primm occupies a unique place in Nevada’s history and in the minds of millions of travelers who have passed through this gateway community over the decades. We see tremendous opportunity to help restore energy, excitement, and momentum to these properties through our operational partnership with the Primm family.
“Our immediate priority is ensuring continuity for the current employees, residents, guests, and business partners while establishing a solid foundation for future growth. 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.
“We believe Primm can once again become one of the most vibrant travel destinations on Interstate 15, and we are excited to begin that journey. Our goal is simple: when travelers cross the state border, we want Primm to be the first stop where the Nevada experience begins and the final stop on the way home, leaving lasting memories and a strong desire to return.
“We look forward to sharing more details about our plans in the future.”
Longtime owners select operating partner
Clemetson said the Primm family owns hundreds of acres of land and businesses in the border town and was approached by multiple operators interested in partnering on the properties.
The family ultimately selected Terrible’s, whose parent ownership includes the Herbst family, a longstanding Nevada business group involved in gaming, convenience retail, fuel, hospitality and travel services.
Clemetson said the family is “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.”
He also cited longstanding ties between the two families.
“Our families have a lot in common and share the same goals for Primm,” Clemetson said. “Although we were grateful for all the highly qualified operators that expressed interest in partnering with us at Primm, we were impressed with how the team at Terrible’s shared our goals and confidence in the long-term success of Primm.”
In another statement, Clemetson added: “We believe Primm has a bright future and look forward to working together for years to come to modernize, energize and enhance our properties there.”
“Primm has long been one of Nevada’s most recognizable destinations,” 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. We believe Primm’s best days are still ahead.”
Renovations and investment under consideration
According to the parties, future plans may include property renovations, upgraded traveler amenities, enhanced food and beverage offerings, infrastructure improvements and other investments intended to improve the visitor experience while preserving Primm’s identity.
Additional information regarding future developments and investment plans is expected to be released as planning progresses.
The partnership aims to restore, enhance and reimagine Primm as a destination for travelers, tourists, truck drivers and Southern Nevada residents.
Local stakeholders welcome agreement
The announcement drew support from local government and business stakeholders with interests in the area.
Clark County Commission Chair Michael Naft said: “I’m grateful to the Primm and Herbst families for working together to save these important businesses and the jobs of the impacted employees. Clark County will continue to work with both parties to ensure a rapid transition.”
Pilot Company, which operates the Flying J travel center in Primm, also welcomed efforts to establish a long-term operating arrangement.
“We are encouraged by the progress being made toward identifying a long-term solution for the Flying J location in Primm, Nevada,” said Sam Edgmon, vice president of operations business development at Pilot. “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.”