The CEO of Nevada-based casino operator Affinity Gaming this week discussed the company’s plans for its three casinos in the declining casino town of Primm, located on the Nevada state border with California.
Scott Butera spoke before the Nevada Gaming Control Board (NGCB) in Wednesday’s meeting, as the company sought various new licenses for key employees involved in a management shakeup.
NGCB Chair Kirk Hendrick quickly confirmed the new licenses, before spending much of the 15-minute interview discussing Affinity’s outlook on Primm. The once thriving casino town is not as fortunate as it used to be, as it faces increased competition from Southern California’s Tribal casinos.
Butera spoke on Affinity’s plans to boost nongambling visitation to Primm, as well as the future of the recently closed Whiskey Pete’s.
Casino Fortunes
Butera was appointed CEO of Affinity in April 2024, and has subsequently made several high-level changes in the company. That led to him and several others needing a new license approval from the NGCB, which was discussed in this week’s meeting.
Affinity’s main casino operations are in the town of Primm, some 40 miles south of Las Vegas. It owns Buffalo Bill’s, Primm Valley, and Whiskey Pete’s in Primm, as well as Silver Sevens Casino in Downtown Las Vegas.
The town was once more prosperous than it is now, as Californians headed over state lines for legal gambling. That situation has now changed, but Butera told the NGCB he believes Primm can turn its fortunes around.
Although not a prime destination for Californians in 2025, some 50,000 vehicles still pass through the town every day, heading toward Las Vegas along Interstate 15.
It also has some unique attractions. That includes the car infamous outlaws Bonnie and Clyde died in, one of the world’s tallest (currently closed) roller coasters, and connections to the cult hit video game Fallout: New Vegas. It’s also a popular destination for Nevadans to head over the state lines and play the California lottery.
“Primm is a very special place,” Butera said at the Control Board’s meeting.
“Primm has been around for decades. It was the gateway to Las Vegas for people traveling from Los Angeles. It was originally designed really to be a destination resort for that community. Now, there are plenty of casinos (Tribal and card rooms) in Los Angeles and in Nevada, obviously. So the idea is to basically reposition Primm.”
Affinity Future
Butera said Affinity owns some 15% of the land in Primm, with the majority of the rest still owned by the Primm family that founded the town.
The casino operator says it is committed to that investment. Butera said the company is planning large new digital signage, as well as two new fueling stations with gas pumps, electric vehicle charging, and food outlets.
Both Buffalo Bill’s and Primm Valley are seeing continued redevelopment. Including, you might think, extra security protocols. A 2024 robbery at Primm Valley saw a couple of married seniors make away with $650,000 — and they might have gotten away with it if they hadn’t returned to the casino to gamble weeks later.
Butera also confirmed to the NGCB that the reopening of Whiskey Pete’s as a casino is very unlikely.
“We need to figure out another feature for Primm,” he told the regulator.
In the long-term, Butera said he is hopeful something will be done with the large and almost completely vacant Primm Valley Outlet Mall. There is also the prospect of a new overflow airport for Las Vegas opening in the Primm area at some point in the 2030s. Butera said Affinity is working closely with the Primm family to maximize the benefits of these projects.
“We have a great relationship with the Primm family, who owns the majority of the land out there. We work very well with the family, and the whole idea is how can we position Primm to take advantage of what’s going to happen in the next 10 years,” Butera said.
David is an online casino expert who specializes in online slots and boasts over 10 years experience writing about iGaming. He has written for a wide range of notable publications, including eSports Insider and WordPlay Magazine.
David graduated Derby University with a BA Degree in English Literature and Creative Writing.
