Poker Writer
The truck stop town of Primm is back and willing to make a big effort to draw business after months out of operation. Primm Valley Casino Resorts posted an advertisement hyping the lack of resort fees.
The ad reminds people that Primm is just 30 minutes from Vegas and mentions the amenities that one would expect at a casino resort. But the lack of resort fees is the real attempt to draw attention.
Resort fees are hidden charges that many Las Vegas resorts use to inflate room prices. That new price isn’t shown until checkout on an online booking, which angers many tourists who feel it is a deceptive way to jack up prices.
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Can Primm Draw Value-Oriented Visitors?
Primm needs all the attention it can get right now. The town recently dodged ghost town status thanks to a last-minute save. Terrible’s stepped in at the 11th hour to purchase Primm Valley Casino Resort.
The dying town was once a haven for people driving in to Vegas from California and a popular, quirky destination itself. In an ideal world for Terrible’s, the stop would recapture some of its former glory. The elimination of resort fees is an attempt to do just that and attract people to the small town near the California border.
Last Gap at Relevance for Primm?
Some believe this move signals desperation from a market with nothing to offer the modern traveler. Vital Vegas said that it “should accelerate Primm’s last gasp significantly.” VV’s view is that Primm is a relic of the past for a time that isn’t coming back.
Vegas insider John Mehaffey disagreed. He said he could see a real future for Primm under new ownership:
I am optimistic about Primm right now. It seemed sabotaged the last few years, but now it’s under control of people who will do the opposite.
Several of the comments were optimistic that Primm can still be saved. Yet, they acknowledged that it will require clever ideas and a very precise understanding of what is possible in the current market.
The allure of border casinos between Nevada and California has fallen significantly. Tribal casinos and cardrooms offering Vegas-style games have eroded the market for locales like Primm.
A lack of resort fees may appeal to Californians who drive in for a day trip to Vegas. The rising costs associated with the gambling mecca have turned off many. It is hard to imagine people substituting a Vegas trip with a trip to Primm, but it could still be a valuable stop. Nixing resort fees allows it to lean into being the affordable option.
