Affinity Interactive Announces Completion of Previously Announced Transition of Primm Valley Casino Resorts and Appoints Three Board Members to Support Next Phase of Strategic Growth

LAS VEGAS--(BUSINESS WIRE)--Affinity Interactive (“Affinity” or “the Company”) today announced the successful completion of the previously announced transition of Primm Valley Casino Resorts (“Primm”) by the Company’s subsidiary, The Primadonna Company, LLC, to the Primm landlord and Terrible Herbst. The Company also announced the appointment of Ellen F. Whittemore, Brad Oates, and Adam Paul to its Board of Directors.

This transition represents a constructive outcome for all parties and brings the process to a successful conclusion. Affinity appreciates the collaboration of the Primm family throughout the process and extends its gratitude to the Company's Board of Directors, leadership team, and employees for their support and dedication.

The completion of the transition of the Primm operations by The Primadonna Company, LLC allows Affinity to remain focused on executing its long-term strategic priorities across its portfolio of assets.

The appointment of Ms. Whittemore, Mr. Oates, and Mr. Paul reflects Affinity's continued commitment to strong governance and strategic oversight as the Company advances its next phase of growth. Collectively, the new directors bring decades of experience across gaming, corporate governance, mergers and acquisitions, regulatory affairs, strategic transactions, and enterprise leadership.

The appointments include:

• Ellen F. Whittemore – Former Executive Vice President, General Counsel, and Secretary of Wynn Resorts, Ms. Whittemore is a recognized leader in the gaming, hospitality, and technology industries. She brings extensive experience in corporate governance, regulatory compliance, risk management, and strategic transactions, having led major global regulatory initiatives, overseen multibillion-dollar business transformations, and advised boards on governance, cybersecurity, ESG, and enterprise risk.
• Brad Oates – Chairman of Stone Advisors, Mr. Oates is a nationally recognized corporate governance expert, NACD Certified Director, and former independent director of CIT Group. He has served in numerous executive and board leadership positions across the banking, financial services, and advisory sectors and is widely recognized for his expertise in corporate governance, business turnarounds, enterprise risk management, and strategic leadership.
• Adam Paul – An experienced board advisor, independent director, and restructuring attorney, Mr. Paul has more than 25 years of experience advising boards, special committees, investors, and executive leadership through complex restructurings, governance matters, strategic transactions, and enterprise-critical transformations. He has served in numerous independent director and special committee roles involving high-profile restructurings and strategic alternatives.

Affinity also appreciates the guidance provided by the Nevada Gaming Control Board throughout the transition and wishes the Herbst family continued success with the Primm properties.

About Affinity Interactive

Affinity Interactive is an omni-channel media, online, and gaming industry leader with an expanded suite of casino and online gaming offerings. Combining leading regional casinos in Nevada, Missouri and Iowa with advanced technology, digital and media platforms, and an online betting presence, Affinity Interactive has nearly one million combined customers and is positioned to capitalize on the continued momentum in sports betting and iGaming globally. Affinity Interactive is part of Apex Hospitality, the integrated hospitality and consumer brand platform. For more information, please visit www.affinityinteractive.com.

About Apex Hospitality

Apex Hospitality is an integrated hospitality and consumer brand organization, operating across dining, entertainment, and e-commerce. Formed through the strategic alignment of Affinity Interactive, Daily Racing Form (DRF), Xperience Restaurant Group (XRG), and Mrs. Fields Gifting & Licensing, the platform brings together nationally recognized restaurant concepts, iconic consumer products, and digital capabilities under one scalable, integrated model. For more information, visit www.theapexhospitality.com.