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Casino resort at Nevada state line caters to Spanish speakers

March 01, 2011|By Jay Jones | Special to the Los Angeles Times
  • Buffalo Bill's Casino (center), on the California-Nevada state line.
Buffalo Bill's Casino (center), on the California-Nevada state… (Herbst Gaming )

Recognizing that there’s a huge, potentially untapped market in Southern California, a casino resort on Interstate 15 at the Nevada state line has begun catering to Spanish speakers.

Since October, Buffalo Bill’s has been offering gamblers the chance to play blackjack in Spanish. At certain tables, the dealers and pit bosses are bilingual.

In January, the resort began offering a Spanish-language concert series featuring music from the banda, conjunto and mariachi genres. Upcoming performers include Long Beach native Jenni Rivera on April 16 and Conjunto Primavera on June 11.

“The Hispanic market is a growing demographic for Primm Valley Casino Resorts,” Michael Starr, executive vice president and general manager, said in a news release.

Signage at Herbst Gaming’s three properties in Primm is now bilingual, as is a growing number of staff members.  Spanish versions of marketing materials are also available.

Info: Primm Valley Resorts, (888) 386-7867

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