Primm, Nevada, which once served as a lively stopover for travelers on Interstate 15 heading from Southern California to Las Vegas, has seen significant changes. Once a family-oriented town offering the first opportunity to gamble after crossing the Nevada border, Primm is now eerily quiet. The bustling activity has faded, with sounds of cawing crows and passing trucks filling the air.
The Prizm Outlets in Primm, previously known as the Fashion Outlets of Las Vegas, have largely vacated. Once home to luxury brand stores like Coach and Michael Kors, the area now showcases murals painted by artists. Sanithrift is the only remaining store, standing in stark contrast to the outlets’ former glory.
The spread of tribal casinos in Southern California over recent decades offered travelers much more convenience than the longer drive to Primm,explains David Schwartz, a gaming historian at the University of Nevada, Las Vegas.
In its prime during the 1990s and 2000s, Primm attracted many visitors with affordable accommodations and casino gambling. The town offered entertainment options like concerts from artists such as Aretha Franklin, rodeos, and boxing matches. Families enjoyed attractions like the Desperado roller coaster, monorail, and log flume ride. It was a period seen by many, including Schwartz, as one of big dreams and expansion.
Today, only one of Primm’s three hotels remains open. Buffalo Bill’s and Whiskey Pete’s have since shut their doors. The roller coaster and monorail now stand idle. The outlet mall, once a leading shopping destination, is reduced to a single thrift store.
Recently, Affinity Interactive, the company managing Primm’s casino-hotels, announced plans to close the last hotel, the Primm Valley Resort & Casino. This decision included laying off hundreds of employees. In response, the Primm family, still owners of the land, partnered with Nevada-based convenience store chain Terrible’s to breathe new life into the town.
We’ve got to make one of the greatest comebacks in Nevada history,
stated Cory Clemetson, the grandson of town founder Ernie Primm. He emphasized the challenge of transforming a fading town back into a thriving destination.
Looking to Las Vegas might offer a plan for revival. Las Vegas has repeatedly reinvented itself, maintaining high tourism numbers despite widespread casino competition. Schwartz highlights Las Vegas’ strategic investments in infrastructure and attractions, such as Allegiant Stadium, T-Mobile Arena, and the Venetian, showcasing reasons for visitors to prefer Las Vegas over local casinos.
This is the essence of what Primm aims to emulate. A combination of strategic investments and bold vision may very well lead to Primm’s resurgence.