Primm Valley Resort & Casino in Nevada has expanded its comeback a month after narrowly avoiding permanent closure, betting that lower prices and fee-free stays can attract tourists frustrated by rising costs in nearby Las Vegas. The property reopened on 22 July, 17 days after Las Vegas-based operator Terrible's took over management following a last-minute deal with the Primm family, which had been facing the loss of the town's last operating casino-hotel and 344 jobs. Company president Cory Clemetson said the resort is deliberately positioning itself as a more affordable alternative to Las Vegas, where visitors increasingly resent parking and resort fees.

The reopened resort has restored its pool and steakhouse, scrapped resort fees, and is honouring guests' previously earned loyalty tiers to win back longtime visitors. Clemetson said nostalgia is as important as affordability in drawing people back, and further changes are planned, including a quicker return of table games and a possible reopening of the shuttered Buffalo Bill's casino. He also pointed to a proposed second Las Vegas-area airport, expected within a mile and a half of Primm within a decade, as a potential long-term boost for the town.