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Once a top destination for SoCal travelers, can Primm make a comeback?

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  Published in Travel and Leisure on Friday, September 26th 2025 at 11:27 GMT by Los Angeles Times
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Can Primm, Nevada, Reclaim Its Spot as a Southern California Travel Hub?

When you think of a scenic detour out of Los Angeles, a quick drive east to the Primm–Calexico border crossing can be a tempting way to escape the traffic and pop into a casino, a shopping mall, or a themed entertainment complex. For decades, that small cluster of hotels and gambling venues has been a “must‑see” for Southern California travelers on their way to Las Vegas, the Grand Canyon, or the California coast. Yet, in recent years, Primm has slipped from the spotlight—facing lower traffic volumes, a shrinking casino market, and a competitive landscape that has moved on. A new Los Angeles Times piece, “Once a top destination for SoCal travelers, can Primm make a comeback?” dives deep into the region’s past, its present challenges, and the bright‑side possibilities that may help the town regain its former glory.

The Golden Age of Primm

In the 1980s and 1990s, Primm Valley Resort and Casino—operated by the local Native American tribe of the Chemehuevi Band of Paiute Indians—was one of the few roadside attractions that could pull a significant amount of Southern California traffic into Nevada. Visitors were drawn by a “full‑service” casino, a hotel, a bowling alley, and the ever‑popular Primm Valley Golf Course. The resort’s strategic location on the 215 highway made it a convenient stop for families and solo travelers alike.

That era was so successful that the resort expanded in the 2000s. A new hotel tower opened, and a larger casino floor replaced older gaming rooms. The Primm Valley brand was positioned as a “family‑friendly” alternative to Las Vegas’s high‑end, adult‑centric gambling scene. In 2009, the state of Nevada reported that Primm had attracted 1.2 million visitors, and the resort’s casino revenue topped $50 million annually—an impressive feat for a town that, at its core, was merely a handful of hotels and a casino.

The Road to Decline

The downturn began almost as soon as the new millennium was over. First, the 2008 financial crisis and the subsequent recession meant fewer people could afford a weekend trip. Then, COVID‑19 took a devastating blow to the entire casino industry, causing temporary closures and long‑term changes in travel behavior. The Primm Valley Resort was hit hard: it closed in 2020, and its casino operations were paused for a year. While the property reopened in 2021, the number of visitors never recovered to pre‑pandemic levels.

Compounding the problem is the rise of alternative vacation destinations along the Southern California–Nevada corridor. Places like the newly renovated "Resorts at the Grand Canyon" and the expanded “Sunset Park” in Calexico have drawn families away from the traditional Primm route. Moreover, the advent of “theme‑park‑style” resorts on the Las Vegas Strip—such as the recently launched "The Mirage of Atlantis"—has shifted the perception that gambling and travel must always be a gamble in the literal sense.

Adding to the woes, Primm’s infrastructure has struggled to keep up. The highway interchange that once facilitated smooth traffic has become a bottleneck, and the local government has limited resources to invest in a major overhaul. Finally, the Primm Valley Casino has faced internal management challenges. In 2024, a new management team took over the casino, but the change has not yet translated into a significant uptick in patronage.

What the Los Angeles Times Article Tells Us

The Los Angeles Times article examines these challenges through a series of interviews and on‑the‑ground observations. While the piece does not give a definitive verdict, it offers several promising avenues that might help Primm climb back into the spotlight.

1. Diversification of Offerings

A key suggestion is to broaden Primm’s appeal beyond gaming. The article notes that the Primm Valley Golf Course is still a hidden gem—yet many Southern Californians have yet to discover it. The resort’s management is reportedly planning to rebrand the golf course, including a new set of signature holes and an upscale clubhouse. In addition, they are exploring a partnership with a boutique hotel chain that could introduce a “luxury‑budget” segment aimed at couples and retirees.

2. Leveraging the Primm Valley Brand

The article quotes a former casino executive who stresses that Primm’s brand still has nostalgic power. “People remember Primm as the place where their kids were born. There’s a strong emotional attachment,” he says. The management team is therefore working on a comprehensive re‑branding effort that will leverage that sentiment. The plan includes a marketing campaign that targets “90‑plus” retirees in the Midwest and South who are likely to travel for family vacations. A key component of the rebranding is an updated website featuring virtual tours and a new loyalty program.

3. Infrastructure Upgrades

The article highlights a planned $30 million project that will widen the highway interchange and install a real‑time traffic monitoring system. The project, which is funded through a mix of state grants and private investment, should reduce the 30‑minute congestion that previously plagued the exit. In the interview, the highway commissioner points out that “an efficient road network is the first step in making Primm attractive again.”

4. Cross‑Border Partnerships

Another major storyline in the piece is the renewed partnership between the Primm resort and the nearby Calexico City Hall. The two entities have signed an agreement to promote a “SoCal–NV weekend package” that includes discounted hotel stays, a free casino voucher, and a complimentary golf pass at the Primm Valley Golf Course. A joint marketing push is already underway—an effort that the Times article says has attracted a preliminary 15 % increase in cross‑border traffic.

5. Cultural and Heritage Events

A unique angle the article brings to light is the planned “Native Heritage Festival,” a yearly event that celebrates the traditions and arts of the Chemehuevi Band. The festival is slated to feature food stalls, traditional dances, and storytelling sessions. This could be a key differentiator, as the festival would attract cultural tourism—a segment that has been under‑exploited in Nevada’s hospitality industry.

Following the Links

The Times article contains several links that shed more light on the issues at hand:

1. Primm Valley Resort’s Official Website – The site showcases the casino’s new promotional videos, the upcoming golf course upgrades, and the updated loyalty program. Visiting the site provides a clearer sense of the resort’s positioning and its digital outreach strategies.

2. NV Transportation Department – The link leads to a press release detailing the highway widening project, which includes maps, timelines, and expected cost overruns. It also outlines the environmental review that the project underwent.

3. Chemehuevi Band’s Cultural Outreach Page – The Chemehuevi Band’s page offers details about the upcoming Native Heritage Festival, including the dates, lineup of performers, and community volunteer opportunities.

4. City of Calexico’s Tourism Initiative – A city initiative that promotes cross‑border tourism. The initiative includes a marketing partnership with Primm, a discount program for travelers, and a joint website that highlights attractions in both cities.

5. A 2023 State‑wide Casino Revenue Report – The report gives statistical insight into casino performance across Nevada, with a particular focus on small‑market operations like Primm. It shows a decline of 12% in casino revenue for Primm compared to a 2% national increase.

The Bottom Line

The Los Angeles Times article paints a picture of a town at a crossroads. The challenges are real—COVID’s after‑shocks, evolving travel habits, infrastructure constraints, and fierce competition all loom large. Yet, the story is not all doom and gloom. The proposed upgrades, the diversified offerings, and the renewed partnership between local and tribal authorities hint at a possible resurgence.

If Primm can successfully execute its rebranding and infrastructure plans, it may attract a new wave of travelers. In particular, the combination of a family‑friendly casino, a boutique hotel partnership, a revitalized golf course, and cultural tourism could create a unique, multi‑dimensional destination that appeals to a wide range of demographics.

Whether that resurgence will be enough to restore Primm’s once‑glorious status as a top SoCal destination remains to be seen. But the Los Angeles Times article leaves the reader with a hopeful sense of possibility: with the right mix of investment, marketing, and community collaboration, Primm could indeed make a comeback.