PRIMM, NEVADA, July 23 (Vegas News Online) — Terrible’s has reopened Primm Valley Casino in Primm, Nevada, giving the long-troubled border property a fresh start just 17 days after the company took control.
The reopening on Wednesday, July 22, comes with a simpler pitch for travelers on Interstate 15: no resort fees, matched rewards for returning customers, and a smaller but working lineup of gaming, rooms and dining.
What reopened?
Terrible’s said Primm Valley Casino is back 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 is planning more dining options.
A brief ceremony marked the reopening, and Terrible’s said remarks were also made by Corey Clemetson, the grandson of Primm founder Ernie Primm.
Why does the no-fee promise matter?
Resort fees are extra charges hotels often add on top of the room rate. They can make a bargain-looking price turn into a bigger bill at checkout.
Terrible’s said it is scrapping those fees at Primm Valley Casino. For travelers, that means the posted room price should be closer to the total room cost.
The company also said it will match rewards tiers previously earned by returning customers. That move is meant to give frequent guests a smoother return after the ownership change.
How did the property reopen so fast?
The speed comes from a June deal between the Herbst family’s Terrible’s and the Primm family to take over operations at Primm Valley Resort and Casino and related properties. Nevada gaming regulators approved Terrible Herbst’s application on June 25.
Affinity Interactive, the prior operator, said in a July 5 statement that management control of the gaming properties transferred at 12:01 a.m. that day. The company also said Terrible’s had already taken over management of Primm Center, the Chevron gas station, Flying J, Whiskey Pete’s Travel Store, the Lotto Store and Starbucks on July 1, with those sites reopening by July 2.
Affinity Interactive said Primm Valley Casino was the only casino property open before the transition and that reopening it was the immediate focus.
Why Primm matters
Primm sits on the California-Nevada border, about 40 miles south of Las Vegas. It has long served as a stop for drivers and a gateway to the Las Vegas market.
That makes the casino reopening more than a single-property story. It affects a travel corridor that depends on quick stops, hotel rooms and gaming traffic from Southern California and Southern Nevada.
For Terrible’s, the reopening shows a fast turnaround at a property that only recently changed hands. For visitors, it means a border casino that had been in transition is back in service — this time with a message built around lower costs and a more familiar rewards program.
