The top executive of Affinity Interactive, the company managing resorts in Primm, announced strategic changes following the COVID-19 pandemic, acknowledging that the area can no longer sustain three hotel-casinos. As a result, Whiskey Pete’s was closed in December, with plans to repurpose it as a travel center for Southern Californians heading to Las Vegas, rather than a destination resort. Affinity continues to operate Buffalo Bill’s and Primm Valley on the opposite side of Interstate 15.
Scott Butera, the CEO of Affinity Interactive, received unanimous approval for his suitability and key employee licensing from the Nevada Gaming Commission. Although there are no finalized plans for the Primm properties, Butera mentioned the potential for additional retail components to complement existing amenities, such as 1,200 slot machines, the Star of the Desert Arena, and the Desperado roller coaster. The location benefits from heavy traffic, with 50,000 vehicles passing daily.
Butera highlighted the success of a convenience store on the California side, driven by lottery ticket sales. The nearby shopping mall is operated by the Primm family. Affinity is seeking a waiver from the Clark County Commission for business and liquor license requirements for up to three years, potentially allowing a 24-month closure with extensions.
The long-term outlook for Primm could be influenced by the proposed Southern Nevada Supplemental Airport, slated to be operational by 2037 between Jean and Primm.
Additionally, the Nevada Gaming Commission approved an amended order for BetMGM, a partnership between MGM Resorts International and Entain PLC, to manage operations of nine Strip sportsbooks as a non-restricted licensee. This change will not affect customer-facing procedures at the sportsbooks located within major Las Vegas resorts.