PRIMM, NEVADA, July 23 (Vegas News Online) — Terrible’s has reopened Primm Valley Casino in Primm, Nevada, bringing the border-town casino back into operation just 17 days after the company took control of the property, according to a Terrible’s announcement described in later news reporting.
The reopening matters because Primm Valley is one of the best-known gaming stops on the California-Nevada border, a place many travelers see from Interstate 15 on the way between Southern California and Las Vegas. For guests, the reopening also comes with a few changes Terrible’s says are meant to make the property easier to use and less expensive.
What opened on July 22?
Terrible’s said the casino reopened with 422 gaming machines, 250 hotel rooms, a William Hill sportsbook, a sports bar and a 24-hour quick-bites restaurant. The company also said it plans to add more dining options later.
The reopening included a brief ceremony, along with remarks from Terrible’s executives and Corey Clemetson, who was identified as the grandson of Primm founder Ernie Primm.
What is different for customers?
The biggest change Terrible’s announced is the end of resort fees.
Resort fees are extra charges hotels often add on top of the room rate. They can make a stay cost more than the advertised price, even before taxes and other charges are added. Terrible’s said it is scrapping those fees at Primm Valley Casino.
The company also said it will match rewards tiers previously earned by returning customers. In simple terms, that means regular players who had built status before the takeover should not have to start from zero.
Terrible’s said new promotions and rewards would launch on reopening day.
How did the casino reopen so quickly?
The July 22 reopening came after a fast transition in June and early July.
According to Affinity Interactive, management control of the gaming properties transferred at 12:01 a.m. on July 5. Affinity also said Terrible’s took over management of the Primm Center, the Chevron Gas Station, Flying J, Whiskey Pete’s Travel Store, the Lotto Store and Starbucks on July 1, and that those properties reopened by July 2 for holiday travelers.
Before the transition, Affinity said Primm Valley Casino was the only casino property open, and that its immediate focus was to reopen the property in the coming weeks.
The Nevada Gaming Control Board approved Terrible Herbst’s application to operate Buffalo Bill’s Resort & Casino, Primm Valley Resort & Casino and Whiskey Pete’s Hotel & Casino, and also approved a restricted gaming license for Primm Center.
Why does Primm matter?
Primm is a small border community with a big role for travelers moving between Southern California and Las Vegas. Because of that, changes at Primm Valley Casino affect not only gamblers, but also road-trippers, hotel guests and people stopping for food, fuel and shopping.
The June deal that set up the takeover was described in reporting as a partnership between the Herbst family’s Terrible’s and the Primm family, with the goal of avoiding a scheduled July 4 closure. Terrible’s reopening of Primm Valley Casino now gives the property a clearer near-term future, at least for the moment.
For visitors, the message from Terrible’s is simple: the casino is open again, the rooms are back in service, and the extra resort fee is gone.
