Primm, Nevada, located on Interstate 15 between Southern California and Las Vegas, was once a popular stop for travelers seeking gambling and family activities. Known for its prominent position right over the Nevada border, Primm attracted visitors with its casinos and attractions. However, the rise of casinos across the U.S. led to a decline in this town’s fortunes.
Today, Primm resembles a ghost town. The noise of trucks on the highway and cawing crows underscore its deserted vibe. A once thriving retail hub, the Prizm Outlets, now stands nearly empty, with only Sanithrift remaining open. Previously named the Fashion Outlets of Las Vegas, this center housed brands like Coach and Michael Kors. Now, artists have turned its walls into a canvas for murals.
Gaming historian David Schwartz from the University of Nevada, Las Vegas notes the impact of Southern California’s tribal casinos. “They offered more convenience,” he says. “Instead of a long drive to Primm, a shorter trip was possible locally.” In Primm’s prime during the 1990s and 2000s, it welcomed travelers with affordable rooms, casino offerings, and diverse entertainment, including rodeos, concerts by stars like Aretha Franklin, and family-friendly rides like the “Desperado” roller coaster.
Schwartz reflects on those times as a period of big dreams, when Las Vegas itself was thriving and expanding rapidly, making it seem that Primm’s success would last indefinitely. However, two of Primm’s key hotels, Buffalo Bill’s and Whiskey Pete’s, have since shuttered. Attractions such as the roller coaster and monorail now sit idle.
Recently, Affinity Interactive, the operator of Primm’s casinos, announced the closure of the last remaining hotel, the Primm Valley Resort & Casino, along with potential layoffs. This prompted the Primm family, who still own the land, to take action. Partnering with Terrible’s, a Nevada-based convenience store chain, they aim to revitalize the town. Cory Clemetson, the grandson of Primm’s namesake, Ernie Primm, is optimistic. “We have to make one of the greatest comebacks in Nevada history,” he says.
There might be lessons in the approach taken by Las Vegas, a city that has reinvented itself repeatedly. Despite the nationwide spread of casinos, Vegas has maintained a high volume of tourism. Schwartz highlights the significance of investing in landmark projects and attractions. “Vegas invested in buildings like the Venetian, Mirage, sports venues like Allegiant Stadium, bringing people to the city rather than encouraging them to settle for casinos closer to home,” he says.
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