Primm Family Partners With Terrible’s to Operate Properties in Primm, Nevada

PRIMM, Nev.--(BUSINESS WIRE)--Members of the Primm family announced today that they have signed an agreement with Las Vegas-based Terrible’s to operate its hotel-casino and related properties in Primm, Nevada, renewing a partnership between two prominent Nevada families with a storied history of running successful businesses.

Cory Clemetson, grandson of Primm founder Ernie Primm and president of the Primm South Real Estate Company, said the Primm family that has owned hundreds of acres of land and businesses at the town on the border between Nevada and California since the 1950s 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.”

The Herbst family, known throughout the state for its entrepreneurial leadership and commitment to Nevada communities, has built a legacy of innovation in gaming, convenience retail, fuel, hospitality, and travel services. Together, the partners are embarking on an effort to restore, enhance, and reimagine Primm as a premier destination for travelers, tourists, truck drivers, and Southern Nevada residents alike.

“Primm has long been one of Nevada’s most recognizable destinations,” said 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.”

Clemetson added that the Primm and Herbst families have deep roots in Nevada and strong connections dating back decades.

“Our families have a lot in common and share the same goals for Primm,” he 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. 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.”

Clemetson said the Primm and Herbst families will be “doing everything possible” to prevent the currently operating Primm Valley Casino Resort, Oasis Apartments, The Lotto Store and related properties at Primm from closing by July 4. That was the closing date issued by previous operator Affinity Gaming and Z Capital when they notified Primm employees, residents and state gaming regulators on May 5 that they intended to close the properties they’ve been operating at Primm for nearly 15 years.

“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.

Future plans may include property renovations, upgraded traveler amenities, enhanced food and beverage offerings, infrastructure improvements, and other investments designed to elevate the visitor experience while preserving Primm’s unique identity.

As plans move forward, additional details regarding future developments and investments will be announced.

Sam Edgmon of the Pilot Company said Pilot is looking forward to continuing to work with the Primm family to operate the Flying J travel center at Primm.

“We are encouraged by the progress being made toward identifying a long-term solution for the Flying J location in Primm, Nevada,” said 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.”

About Terrible’s and its subsidiaries

Terrible’s and its subsidiaries are among Nevada’s most recognized and trusted brands. From convenience stores and travel plazas to gaming casinos and lounges, and recently bars and taverns across Nevada, Terrible’s has proudly offered a deliberately different experience to its communities for over 65 years.