Terrible’s, a historic Las Vegas company owned by the Herbst family, will operate hotels and amenities on the California-Nevada border, a representative of the Primm family announced Tuesday.
Cory Clemetson, grandson of Primm founder Ernie Primm and president of the Primm South Real Estate Co., said the Primm family that since the 1950s has owned hundreds of acres and businesses at the town on the border along Interstate 15 about 45 miles south of Las Vegas, 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.”
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 its parent company, 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.
Terrible’s and its subsidiaries are among Nevada’s most recognized brands, operating for more than 65 years with convenience stores, travel plazas, casinos and lounges, and recently bars and taverns across Nevada.
“Primm has long been one of Nevada’s most recognizable destinations,” Tim Herbst, president of Terrible’s, said in an news release. “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.”
Deep roots in Nevada
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,” Clemetson said in a news release. “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 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 identity.
As plans move forward, additional details regarding future developments and investments will be announced.
One amenity that already appears to be locked in for the long haul is the Flying J travel center at Primm, as Sam Edgmon of the Pilot Co. said in an emailed release that he and his company are looking forward to continuing to work with the Primm family to operate the facility.
“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.”
Herbsts were in Jean
The Herbst family is familiar with the region south of Las Vegas, having owned Terrible’s Hotel & Casino, formerly the Gold Strike Hotel and Gambling Hall, in Jean.
It’s unclear how the transition of operations will occur over the next 3½ weeks, but Clemetson said last week the Primm family would likely maintain a closer relationship with the new operators after being surprised by the May 5 shutdown announcement by Affinity. The company, through its Primadonna Company subsidiary, Affinity officials said it was no longer financially feasible to keep anything open, announcing the pending closure of all amenities.
The Nevada Gaming Control Board learned details of the pending shutdown at a special meeting May 21. At that time, Affinity CEO Scott Butera told regulators that LV Petroleum LLC, a company that operates 84 truck stops in 34 states, including three in Nevada, was interested in taking over the hotels, casinos and other amenities at Primm.
But the Primm family chose to go a different direction with Terrible’s and the Herbsts.
It’s unclear how long it will take regulators to approve new licensing for Terrible’s at Primm, but representatives of the Nevada Gaming Control Board and the Nevada Gaming Commission are familiar with the Herbst executive team thanks to the numerous licenses the family already holds.
Affinity’s May 5 announcement noted plans to close the last remaining hotel in Primm, the Primm Valley Resort.
Earlier closures
In September, the Clark County Commission was told the other two resorts, Buffalo Bill’s, adjacent to Primm Valley Resort on the east side of I-15, and Whiskey Pete’s on the west side of the freeway, would have intermittent closures, opening only for special concert events at the Star of the Desert Arena within Buffalo Bill’s.
Buffalo Bill’s also is home to Desperado, once the tallest roller coaster in the world, and a flume ride. A getaway car driven by Bonnie and Clyde Barrow was also on display at the Primm Valley Resort.
The Affinity shutdown was also to include a convenience store on the California side of the border that is one of the biggest sellers of lottery tickets in that state, especially when jackpots hit high levels.
Terrible’s, historically known as Terrible Herbst Oil Co., is a privately held company that operates 188 convenience stores, gasoline stations, car washes and gaming facilities across Nevada, California, Arizona and Utah.
The chain uses a well-known, mustachioed cowboy caricature named “Mr. Terrible,” affectionately nicknamed “the best bad guy in the West.”
The company has said that when the company enters a market with lower gasoline prices, competitors would complain, saying,”Here comes that terrible Herbst,” and the name stuck.
Contact Richard N. Velotta at rvelotta@reviewjournal.com or 702-477-3893. Follow @RickVelotta on X.
