Show me the money! Casino Town Puts Its Money on Hispanic Market.

Monica Almeida/The New York Times

At the Buffalo Bill’s casino in Primm, Nev., which courts Latino patrons, singers like Espinoza Paz draw near-sellout crowds.


PRIMM, Nev. — For decades, a patch of casinos on the western edge of Nevada has relied on geography to lure California gamblers reluctant to drive the extra 45 miles for the glamour and glitz of Las Vegas.
 Almeida/The New York Times

Casinos like Buffalo Bill’s on the California-Nevada border have started offering Spanish-speaking dealers and marketing events catering to Latino gamblers.

But as the economy took a dive, this desert spot suffered the same economic woes as its larger, flashier neighbor. And the troubles were exacerbated by the proliferation of Indian casinos in California, which offered much of the same attractions as any town in Nevada. The company that ran the trio of casinos here declared bankruptcy in 2009.

Now Primm Valley Casino Resorts is betting that aggressively courting Latinos in Southern California will help lead to success. Read more here


About Ivan Cevallos

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