Primm Valley Resort reopens with fee-free model to woo price-sensitive travelers

One month after a near-closure, Primm Valley Resort & Casino in Nevada reopened on July 22 following a deal between the Primm family and Las Vegas-based Terrible’s that preserved 344 jobs. Cory Clemetson, president of the land-owning Primm South Real Estate Company and grandson of founder Ernie Primm, highlighted the removal of resort fees, matching of prior rewards tiers, and the reopening of the pool and steakhouse as steps to lure cost-conscious travelers away from Las Vegas.

He argued that rising parking and resort fees in Las Vegas have made vacations three to four times more expensive, and positioned Primm as a more affordable option. Clemetson also noted the emotional draw of the town for longtime visitors and suggested further upgrades, including a quick return of table games and a possible reopening of the shuttered Buffalo Bill’s casino. Looking ahead, he cited the planned Southern Nevada Supplemental Airport within a mile and a half as a strategic advantage that could enhance Primm’s prospects over the next decade. Overall, the management is optimistic that these changes could make the resort stronger than before.