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Primm Valley Resorts, who owns Terrible's Hotel Casinos in Las Vegas as well as Buffalo Bill's and Whiskey Pete's casinos on the Nevada California border, is banking on a whole new segment of the population to boost up business. Hispanics. Primms is offering bilingual dealers as well as more Hispanic musical performers. Is it working? Are Hispanics generally a reliable customer base for casinos?

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Stuart Richey, Marketing for Primms

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