Terrible's

What Terrible's does

Terrible's (legal entity Terrible Herbst, Inc.) is a privately held, family-owned Nevada-based multi-vertical retail and hospitality operator founded in 1959 by the Herbst family and headquartered at 5195 Las Vegas Blvd South, Las Vegas. The company runs an integrated portfolio spanning convenience stores and fuel stations (over 190 participating locations across Nevada), car washes (85+ sites with monthly subscription plans at $22-$35/month and FastPass RFID entry), casinos and gaming properties (in Pahrump, Searchlight, Indian Springs, Fernley, Winnemucca, and the newly acquired Primm Valley/Buffalo Bill's/Whiskey Pete's complex on the Nevada-California border), and a tavern/sports bar chain (WSKY Bar + Grill with six locations plus The Ridge, Skye, Rocky's, and Millside). Headcount is reported at 1,001-5,000 employees.

The company's technology platform centers on the Terrible's+ Rewards mobile app (iOS/Android), which unifies loyalty mechanics across all verticals — earning 2 points per $1 in-store and 5 points per gallon of fuel, with redemption via Shop Spin & Win gamified promotions, Terrible's Tuesday free-item redemptions, and at-pump fuel discount activation via QR or ALT-ID. Supporting infrastructure includes FastPass RFID for car wash entry, social-login SSO (Google, Facebook, Instagram, X, LinkedIn), and a StoreRocket-powered store locator. Distribution extends into grocery channels through Players Club sign-ups at Albertsons, Vons, and Safeway.

The business model combines transaction-based revenue streams — fuel sales, in-store merchandise, casino gaming, tavern F&B, and promotional giveaways (e.g., 100 Days of Summer, Game Day Giveaway) — with a recurring subscription component from monthly car wash plans. Go-to-market is direct-to-consumer across all physical locations, with sports IP partnerships (Las Vegas Raiders, Vegas Golden Knights) driving app acquisition and same-day traffic. Customer segments include Nevada residents and I-15 corridor travelers, gaming patrons at both locals and resort-scale properties, tavern diners, and subscription car wash holders. Revenue is not publicly disclosed.

Name

Terrible's

Legal name

Terrible Herbst, Inc.

Website

https://terribles.com

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Terrible's is a family-owned Nevada operator founded in 1959 running 190+ convenience and fuel stores, 85+ car washes, 8+ casinos, and 10+ taverns, unified by the Terrible's+ Rewards mobile loyalty app and serving Nevada residents and I-15 corridor travelers.

Ownership category

akta.pro rank

Product category

Convenience Retail & Fuel Services

NAICS

Convenience Retailers (445131), Casino Hotels (721120)

SIC

Retail-Convenience Stores (5412)

akta.pro primary industry

Fuel & Convenience-Integrated Membership Clubs (CRAEADAE)

akta.pro secondary industry

Luxury Casino Resorts (THAGACAJ)

Keywords

• Convenience retail services
• Fuel station operations
• Car wash subscriptions
• Casino gaming operations
• Tavern hospitality services

Headquarters

HQ city

Las Vegas

HQ country

United States

HQ region

North America

Offices16 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Convenience Store Retail: Revenue from in-store merchandise sales including snacks, beverages, and convenience items at over 190 participating locations throughout Nevada. Customers earn 2 points per $1 spent with Terrible's+ Rewards.
2. Fuel Sales: Revenue from fuel sales at gas stations, with loyalty rewards including 5 points per gallon purchased. Fuel discounts and promotions are used as customer acquisition and retention tools.
3. Casino/Gaming Operations: Revenue from slot machines and gaming operations at casino properties in Pahrump, Searchlight, Indian Springs, Fernley, Winnemucca, and the newly acquired Primm properties. Terrible's Gaming Players Club drives customer engagement.
4. Car Wash Services: Revenue from car wash services including pay-per-wash and monthly unlimited subscription plans starting at $22/month for the Standard Exterior Wash Pass. Free vacuums are provided at participating locations to drive traffic.
5. Tavern/Food & Beverage: Revenue from tavern operations including WSKY Bar + Grill locations, The Ridge Bar & Grill, Skye Bar & Grill, Rocky's Bar + Grill, and Millside Tavern. The BFD Society loyalty program drives repeat visits with food and beverage promotions.
6. Gaming Promotions and Sweepstakes: Revenue generation through promotional events including the 100 Days of Summer giveaway (May 1 - August 8), Game Day Giveaways tied to Las Vegas Raiders and Vegas Golden Knights games, and Shop Spin & Win promotions.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Terrible's operates a vertically integrated Nevada hospitality and retail platform: 190+ convenience stores and fuel stations, 85+ car wash locations offering monthly unlimited subscription plans, multiple casino/gaming properties across Nevada including the Primm complex, and a chain of taverns and sports bars. Revenue is generated through in-store merchandise sales, fuel sales, recurring car wash subscriptions, slot/gaming activity, and food and beverage service, all unified by the Terrible's+ Rewards mobile loyalty platform.

Product overview

Terrible's is a Las Vegas-based gaming and hospitality company operated by the Herbst family since 1959, offering a multi-segment portfolio of convenience stores, casinos, taverns, and car wash services. The core offerings include Terrible's Convenience Stores (with fuel and Terrible's+ Rewards integration), Terrible's Gaming (casino operations in Nevada towns), and Terrible's Car Wash (85+ locations with monthly unlimited plans). The company operates tavern brands including WSKY Bar & Grill (6 locations), The Ridge Bar & Grill, Skye Bar & Grill, Rocky's Bar + Grill, and Millside Tavern, all connected through the BFD Society loyalty program. The Terrible's+ Rewards platform serves as the unified loyalty hub across all segments, enabling points earning (2 points per $1 spent, 5 points per gallon of fuel), in-app promotions (Shop Spin & Win, Terrible's Tuesday, Game Day Giveaway), and fuel pump activation. Recent expansion includes taking over Primm casino operations (Buffalo Bill's, Primm Valley Resort & Casino, Whiskey Pete's) following Nevada Gaming Commission approval in June 2026.

Differentiator

Problem solved

Functional benefit

Brands

• WSKY Bar + Grill: Restaurant and tavern chain operating multiple locations in the Las Vegas area.
• The BFD Society
• Terrible's Gaming
• Terrible's+ Rewards
• Shop, Spin & Win
• Terrible's Gaming Players Club

Products and services

• Terrible's Convenience Stores Company-owned convenience stores selling fuel, snacks, beverages, and everyday items across 190+ Nevada locations, integrated with the Terrible's+ Rewards loyalty app for fuel discounts and points on purchases. Targeted at Nevada residents and travelers seeking one-stop fuel and convenience shopping.
• Terrible's Car Wash Car wash services at 85+ Nevada locations offering pay-per-wash and monthly unlimited subscription plans (Standard Exterior Wash Pass at $22/month, Ultimate Wash at $35/month), with FastPass RFID entry and free vacuums at participating sites. Targeted at vehicle owners seeking recurring or one-time car care.
• Terrible's Gaming Casinos Slot and casino gaming operations at Terrible's Gaming properties in Pahrump, Searchlight, Indian Springs, Fernley, Winnemucca, and the newly acquired Primm complex (Primm Valley Casino Resort, Buffalo Bill's, Whiskey Pete's). Includes the Terrible's Gaming Players Club loyalty program. Targeted at casino patrons in Nevada communities.
• Terrible's Mobile Gaming Mobile gaming application enabling remote casino gameplay and access to Terrible's Gaming promotions and Players Club features for Nevada patrons.
• WSKY Bar + Grill Tavern Chain Tavern and sports bar chain operating multiple Las Vegas metro locations (Warm Springs, Inspirada, Stadium, Cheyenne, Bucyrus, Craig) under the WSKY Bar + Grill brand. Features BFD Society loyalty integration, food and beverage service, and game-day operations tied to Las Vegas Raiders and Vegas Golden Knights.
• The Ridge Bar & Grill Tavern location at 4570 S Hualapai Way, Las Vegas, NV 89147, part of Terrible's tavern portfolio with BFD Society loyalty program integration. Targeted at Las Vegas metro diners and sports bar patrons.
• Skye Bar & Grill Tavern location at 9830 W Skye Canyon Park Dr, Las Vegas, NV 89166, part of Terrible's tavern portfolio with BFD Society loyalty integration. Targeted at Skye Canyon-area diners and sports bar patrons.
• Rocky's Bar + Grill Tavern location at 8540 S Maryland Pkwy, Las Vegas, NV 89123, part of Terrible's tavern portfolio with BFD Society loyalty integration. Targeted at south Las Vegas diners and sports bar patrons.
• Millside Tavern Tavern location at 5710 Losee Rd, North Las Vegas, NV 89081, part of Terrible's tavern portfolio with BFD Society loyalty integration. Targeted at North Las Vegas diners and sports bar patrons.
• Terrible's+ Rewards Mobile Loyalty Platform Unified mobile loyalty rewards platform available on iOS and Android that enables customers to earn points (2 points per $1 in-store, 5 points per gallon of fuel), redeem rewards, play Shop Spin & Win, claim Terrible's Tuesday free items, and activate fuel discounts at the pump via QR/ALT-ID scanning. Targeted at Nevada consumers shopping across Terrible's convenience, fuel, car wash, and gaming channels.

Quantifiable outcome

• Preserved 300-340 jobs at Primm casinos
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

Twelve partnerships are on record, tiered flagship, core and minor.

• Primm FamilyflagshipStrategic or Co-development Partner · 9 June 2026The Primm family partnered with Terrible's to operate Primm Valley Casino Resort, Buffalo Bill's Resort & Casino, Whiskey Pete's Casino, Oasis Apartments, and The Lotto Store on the Nevada-California border. The partnership prevented a planned July 4 closure that would have eliminated over 300 jobs. Terrible's plans capital improvements, property renovations, upgraded amenities, enhanced food and beverage offerings, and infrastructure improvements to position Primm as a premier travel destination.
• AlbertsonscoreChannel Partner/ Reseller/ DistributorTerrible's Gaming promotions and Players Club sign-up opportunities are available at Albertsons locations in Nevada, extending gaming loyalty program reach through grocery store distribution.
• VonscoreChannel Partner/ Reseller/ DistributorTerrible's Gaming promotions and Players Club sign-up opportunities are available at Vons locations in Southern Nevada, providing convenient enrollment for gaming rewards.
• SafewaycoreChannel Partner/ Reseller/ DistributorTerrible's Gaming Players Club sign-up available at Safeway locations in Northern Nevada, enabling broader geographic coverage for loyalty program enrollment.
• Chevron TexacominorGTM or Marketing PartnerTerrible's participates in the Chevron Texaco Rewards program, allowing customers to earn rewards at Terrible's locations. Currently cannot be stacked with Terrible's+ Rewards.
• Apple App StorecoreTechnology or IntegrationTerrible's+ Rewards mobile app distributed through Apple App Store for iOS devices, enabling loyalty program access for Apple users.
• Google Play StorecoreTechnology or IntegrationTerrible's+ Rewards mobile app distributed through Google Play Store for Android devices, enabling loyalty program access for Android users.
• Boys & Girls Club of AmericaminorOthersTerrible's Cares round-up donation program supports the Boys & Girls Club, with customers able to donate at registers at Terrible's locations in Southern Nevada during designated periods.
• Speedway Children's CharitiesminorOthersTerrible's Cares program supports Speedway Children's Charities through in-store round-up donations at Terrible's locations in Southern Nevada, benefiting local children's causes.
• 98.5 KLUC Toy DriveminorOthersTerrible's partners with 98.5 KLUC radio station's toy drive benefiting HELP of Southern Nevada, supporting those in need during the holiday season.
• Toys for TotsminorOthersTerrible's Cares supports Toys for Tots through in-store donations at California and Arizona locations, collecting new unwrapped toys for less fortunate children.
• KONY Coins for KidsminorOthersTerrible's supports KONY Coins for Kids in Utah locations, dedicated to providing Christmas for disadvantaged children in Washington County area of Southern Utah.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Wawa: Regional convenience store chain known for its loyalty program, made-to-order food, and fuel. Highly comparable to Terrible's c-store model, fuel sales, and loyalty-driven customer engagement.
• Pilot Flying J: Travel center operator with fuel, c-stores, and integrated amenities. Comparable to Terrible's travel plaza heritage, fuel sales, and c-store format, especially along the I-15 corridor at Primm.
• Sheetz: Privately held convenience store and fuel operator with a strong in-store food/tavern-style offering, loyalty program, and integrated car wash at many locations. Comparable multi-vertical mix to Terrible's.
• Boyd Gaming: Regional casino operator with properties across multiple U.S. markets. Comparable to Terrible's gaming segment, particularly the Primm casino resort operations on the Nevada-California border.
• Red Rock Resorts (Station Casinos): Las Vegas locals-focused casino operator with a portfolio of gaming properties. Direct comparable for Terrible's Nevada gaming operations, particularly the small-town and locals gaming segments.
• RaceTrac: Large privately held convenience store and fuel chain with proprietary loyalty and rewards programs. Comparable to Terrible's c-store, fuel, and rewards-driven retail model.
• Golden Entertainment: Operates Nevada locals casinos, taverns (PT's Pub, Sean Patrick's, Sierra Gold), and distributed gaming via the slot route business model. Closely comparable mix of regional gaming, taverns, and slot route operations to Terrible's.
• QuikTrip: Large privately held convenience store and fuel operator with strong regional loyalty programs and integrated food service. Comparable to Terrible's c-store, fuel, and loyalty engine.
• Buc-ee's: Large-format convenience store and fuel chain known for strong loyalty, clean facilities, and proprietary brands. Comparable scale and c-store/fuel focus to Terrible's.

Broad incumbents

• 7-Eleven: Largest global convenience store chain with broad fuel and loyalty programs. Overlaps with Terrible's c-store and fuel business but operates at much greater scale and is a public/PE-backed incumbent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/terribleherbst

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Terrible's