Primm, Nevada, fades as bargain gambling hub as resorts, mall and rollercoaster fall silent

Primm, Nevada — a once-thriving low-cost alternative to Las Vegas known for discount rooms, a massive outlet mall and the Desperado rollercoaster — has seen a rapid decline as its prominent casinos scale back or close, its retail offerings evaporate and an iconic coaster sits abandoned over a shuttered resort.

The castle-shaped Whiskey Pete’s closed in December, and Buffalo Bill’s, the 1994 resort that housed the Desperado coaster, has stopped 24-hour operations and will open only for special events such as concerts and conferences, according to company statements and local officials. The town’s 380,000-square-foot premium outlet complex, once home to about 100 stores, has dwindled to a single thrift shop as of July.

The decline has transformed a once-familiar stop for Southern California drivers into a quiet strip of aging hotels and inactive attractions. The Desperado coaster, which was once billed as the world’s tallest and fastest, now stands unused, its yellow track visible above the darkened resort buildings. Primm’s attractions also included Primm Valley Resort’s display of the Bonnie and Clyde “death car” and discounted fares that drew tourists seeking a cheaper alternative to Las Vegas.

Operators and local officials have attributed the downturn to several factors. They point to a 2000 California ballot measure that expanded the scope of tribal gaming in the state, leading to rapid growth at Indian casinos such as Yaamava Resort & Casino in Highland, California. Those expanded California facilities have drawn many of the gamblers who formerly stopped in Primm, according to local observers. The COVID-19 pandemic further reduced travel and visitation, and some analysts say the town’s proximity to Las Vegas means many travelers bypass Primm altogether and continue to the Strip.

Affinity Gaming, which operates three Primm properties including Buffalo Bill’s, said it is pursuing a repositioning of the area. Scott Butera, Affinity’s chief executive and president, told a Nevada Gaming Commission meeting earlier this year that the company is “in the process of doing a major repositioning at Primm.” Erin Barnett, Affinity’s senior vice president and general counsel, told Clark County commissioners in an email that, “In recent years, and particularly post-pandemic, the traffic at the state line has proved to be heavily weighted towards weekend activity and is insufficient to support three full-time casino properties.”

Affinity said it will invest at least $9 million to $10 million in efforts to “reinvigorate” the town. Plans include construction of a large marquee sign — described by Butera as a 100-by-60-foot feature intended to draw attention to the properties — and investment of $5 million to $6 million in new slot product, with roughly 12 percent of machines already replaced. Butera said the company is considering changes intended to give travelers short stops that offer fuel, food and a brief entertainment option before they continue their journeys.

Local officials and company executives also point to potential longer-term catalysts. A new airport under construction near Primm is cited as a prospective driver of future demand, and officials have discussed marketing the town as a venue for conferences and events similar to Las Vegas’ business model.

Primm’s decline has been visible to residents and former visitors. The stretch of Interstate that passes the town carries an estimated 50,000 vehicles a day, yet many motorists now pass without stopping. Company representatives said they are conducting surveys and evaluating which attractions to retain as they weigh how best to allocate limited capital.

As operators reckon with changed market dynamics and a different competitive landscape in Southern California and southern Nevada, Primm’s owners and municipal planners face the task of deciding whether the community can be reshaped into a new kind of destination or will remain a shrinking remnant of its bargain-era past.