Affinity Interactive detailed its plans Wednesday to reposition its Primm resorts. The three casinos at the California border will focus more on those passing by on 1-15 rather than serve as a destination.
Affinity, which operates the Silver Sevens Casino in Las Vegas and Primm Valley Resort & Casino and Buffalo Bill’s Resort & Casino on the Nevada/California border, temporarily closed its 47-year-old Whiskey Pete’s Hotel & Casino in Primm in December.
Affinity Interactive CEO Scott Butera, a former investment banker who’s worked for Trump Entertainment, MGM Resorts International, and other operators, appeared Wednesday before the Nevada Gaming Control Board to advance his licensing as an officer and key employee. He was asked for an update on Primm, which has struggled as a destination since the opening of tribal casinos in southern California. He became Affinity’s CEO in April 2024.
“Primm is a special place,” Butera said. “It’s been around for decades and it was the gateway to Las Vegas for people traveling from Los Angeles. It was originally designed to be a destination resort and now that there are plenty of casinos in southern California and Nevada, the idea is to reposition Primm.”
About 50,000 cars pass by Primm daily, so Affinity wants to create the highest and best use for the passersby, rather than destination seekers.
“We have some really cool things going on there,” Butera said. “If you drive by, you’ll see construction of what will be a 100-by-60-foot marquee that will help draw attention. We’ll be expanding our travel-center businesses. We’re looking at food and beverage options. We’ve replaced 12% of our slot machines, some 400 out of 3,200, as part of a new plan to reinvigorate the properties.”
Butera said Affinity has added significantly to its senior management team. It added positions, such as a head of gaming and business intelligence, that previously didn’t exist.
“We’re undergoing quite a change, all for the better,” Butera said. “We have a great relationship with the Primm family that owns the majority of land, about 200 acres. We own about 15. The whole idea is how to position Primm to take advantage of what’s going to happen in the next 10 years. What you see now harkens to the last two decades and now we’re looking to make it a better fit for the upcoming decade.”
Board Chair Kirk Hendrick called Primm “important,” given its location between Nevada and California. “I’m glad you’re putting in some investment and human capital.”
Hendrick praised Affinity for offering discounted rates for those displaced by the California wildfires.
“We were quite moved by what happened in southern California,” Butera said. “It was tragic and devastating. We offered discounted rates and waived any fees associated with pets.”
As for Silver Sevens, Butera said they hired a new general manager and invested in their slot product and pool experience. Room renovations are also underway.
“The nice thing about Silver Sevens is its location right between the airport and Convention Center,” Butera said. “We’re starting to develop some rooms that will tier to that crowd midweek. We’re looking for a new food and beverage option for our second floor. We have quite a bit of land there and we’re looking for an expansion of food and beverage.”
Affinity owns the historic Daily Racing Form. Las Vegas has 20% of its business nationwide, with 90% of sportsbooks taking it. The growth of the business, however, is online with e-commerce, Butera said.
