Terrible’s, a historic Las Vegas business owned by the Herbst family, will operate hotels and amenities on the California-Nevada border, a Primm family representative announced Tuesday.
Cory Clemetson, grandson of Primm founder Ernie Primm and president of Primm South Real Estate Co., said the Primm family, which since the 1950s has owned hundreds of acres and businesses in the border town along Interstate 15 about 45 miles south of Las Vegas, is “excited to partner with the Terribles and our family to help our family and our family run such important properties. Nevada, our economy and the people who live, work and play at Primm.”
Clemetson said the Primm and Herbst families will “do everything possible” to prevent Primm Valley Casino Resort, Oasis Apartments, The Lotto Store and related properties in Primm from closing by July 4. That was the closing date issued by former operator Affinity Gaming and its parent company, Z Capital, when they notified Primm employees, residents and regulators in May that they intended to operate properties in the state’s May 5. at Primm for almost 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 more recently bars and taverns throughout Nevada.
“Primm has long been one of Nevada’s best-known destinations,” Tim Herbst, CEO of Terrible’s, said in a 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 of us.”
Deep roots in Nevada
Clemetson added that the Primm and Herbst families have deep roots in Nevada and strong connections that go back decades.
“Our families have a lot in common and share the same goals for Primm,” Clemetson said in a news release. “While we were grateful to all the highly qualified operators who expressed interest in partnering with us at Primm, we were impressed with how the team at Terrible’s shared our goals and confidence in Primm’s long-term success. We believe Primm has a bright future and look forward to working together for many years to come to modernize, energize and enhance our properties there.”
Clemetson said future plans could 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, further details of future developments and investment will be announced.
One amenity that already appears to be locked in for a long time is the Flying J travel center in Primm, as Sam Edgmon of Pilot Co. said in an email that he and his company look 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 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 trust this location.”
Herbsts was 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 play out over the next 3½ weeks, but Clemetson said last week that 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 subsidiary Primadonna Company, Affinity officials said it was no longer financially feasible to stay open, and announced that all amenities are expected to close.
The Nevada Gaming Control Board learned details of the ongoing suspension at a special meeting on May 21. At the 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 Primms chose to go in a different direction with the Terrible’s and the Herbsts.
It’s unclear how long it will take regulators to approve new licenses for Terrible’s at Primm, but representatives of the Nevada Gaming Control Board and Nevada Gaming Commission are familiar with Herbst’s management team thanks to the many licenses the family already holds.
Affinity’s May 5 announcement noted plans to close the last remaining hotel in Primm, the Primm Valley Resort.
Previous closures
In September, the Clark County Commission was told that the other two locations, Buffalo Bill’s, adjacent to the 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 and only open for special concert events at the Star of the Desert Arena inside Buffalo Bill’s.
Buffalo Bill’s is also home to Desperado, once the world’s tallest roller coaster, and a chute. A getaway car driven by Bonnie and Clyde Barrow was also on display at Primm Valley Resort.
The Avfinity shutdown would also 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 the jackpots reach high levels.
Terrible’s, historically known as Terrible Herbst Oil Co., is a privately held company that operates 188 convenience stores, gas stations, car washes and gaming facilities in Nevada, California, Arizona and Utah.
The chain uses a well-known mustachioed cowboy caricature named “Mr. Terrible,” affectionately nicknamed “the best villain in the West.”
The company has said that when the company entered a market with lower gas prices, competitors would complain and say, “Here comes the awful Herbst,” and the name stuck.
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