The future of Primm's casinos is undergoing significant transformation as Affinity Gaming, which owns several properties in the area, shifts its focus from traditional gaming to attracting Southern Californians traveling to Las Vegas. This change is particularly highlighted by the closure of Whiskey Pete's, with Affinity's CEO Scott Butera outlining plans to reposition these facilities as resources for travelers rather than standalone gaming resorts.
Whiskey Pete's, once a key player in Primm's gaming scene, has been shuttered since December, following the relocation of its key attraction, Bonnie and Clyde’s death car, to the adjacent Buffalo Bill’s casino. Butera emphasized during his appearance at the Nevada Gaming Control Board on February 12, 2023, the need to reflect the realities of modern tourism, stating, “Primm was built for what Las Vegas looked like 30 years ago.”
Affinity Gaming is aware of Primm's evolution and the need to adapt. “It doesn’t need another casino,” Butera noted, observing the competition from nearby tribal casinos and card rooms. Instead, he envisions Primm as offering amenities suited to transient visitors, which includes enhancing the travel experience of the 50,000 cars passing through daily on Interstate 15.
Part of the strategic realignment includes the construction of a massive 100-foot by 60-foot marquee sign intended to attract travelers. Butera mentioned, “If you drive by it, you might see there’s construction of what will be a marquee sign,” which will help highlight the offerings available at their casinos. This is part of broader efforts to create travel centers equipped with fueling stations, electric vehicle charging points, and fast-food options.
Despite the closure of Whiskey Pete's, Affinity's other properties — Buffalo Bill's and Primm Valley — continue to operate. Buffalo Bill’s still features attractions like the Star of the Desert Arena and aims to improve visitor experiences through recent refurbishments, including new slots and dining options. Butera mentioned, “We’re doing a lot there” to rejuvenate interest.
Primm Valley was recently closed temporarily due to operational issues but has since reopened following repairs. Renovations are underway to refresh the gambling areas and public facilities. Butera did indicate, though, the challenges posed by nearby vacant outlet malls and the overall drop-off in business over the years.
Affinity's visionary strategy will also involve creative offerings like discounted hotel rates to aid displaced families during crises such as the Southern California wildfires and fostering community ties through partnerships with the Primm family, who own significant portions of the land. “We have a great relationship with the Primm family,” Butera said, signaling collaboration for Primm’s future development.
Long-term projections include the construction of the Southern Nevada Supplemental Airport, expected to amplify Primm’s relevance as it will be based between Primm and Jean, expected to open by 2037. Butera expressed hope for the future, saying, “How can we position Primm to take advantage of what’s going to happen in the next 10 years?”
Primm, historically seen as the gateway for travelers from Los Angeles to Las Vegas, must adapt to the reality of modern gaming and tourism. Despite the challenges of competing markets, it still serves as a stop for California lottery ticket buyers during high-stakes jackpots, cementing its place on the travel map. Butera reflects on Primm's past saying, “It’s pretty cool. It’s got a lot of bullet holes in it,” referring to Bonnie and Clyde’s car, reminding visitors of the historic allure these landmarks bring.
Affinity Gaming has expressed plans to innovate and evolve, ensuring Primm adapts to meet the needs of future travelers rather than relying solely on gaming. With capabilities like upgraded food experiences and family-friendly facilities, the company aims to breathe new life and relevance back to Primm, fulfilling the mission of transforming what once was solely focused on gaming.