Primm Valley Resorts Partners with AiFi to Bring the First Cashierless Checkout Experience to Star of the Desert Arena

BURLINGAME, CA - February 25, 2025 at 9:15 a.m. ET – AiFi, a leading spatial intelligence platform empowering businesses to deploy autonomous solutions, today announced its partnership with Primm Valley Resorts to power the Star of the Desert Arena’s first cashierless store, Swipe & Go, in the Buffalo Bill's Resort & Casino. The integration will increase the speed of concession delivery for fans such as food and beverages, enabling fans to grab their refreshments in less than two minutes, and elevate the fan experience at concerts.

Arenas across the U.S. have been investing in AI technology to improve security, ticketing, and concession stores. In fact, 70% of of venues have adopted cashierless concessions in the past year, showcasing that it has become a top priority for 2025. Affinity Gaming, which operates Primm Valley Resorts and Buffalo Bill's Resort & Casino, has been working on refurbishments for two years with new slot machines, restaurants, etc. for both properties but was interested in developing additional amenities that lined up with both the customers' and staff’s needs. Primm Valley Resorts identified AiFi’s cutting-edge solution to simplify the checkout process and expedite the experience. The Swipe & Go store in the Star of the Desert Arena will be located as you enter the venue.

“We’re thrilled to launch our partnership with AiFi as we continue to implement technology-driven services at the Buffalo Bill's Resort & Casino,” said Steve Neely, Vice President and General Manager of Primm Valley Resorts. “Our goal is to consistently seek ways to enhance our offerings, and AiFi’s spatial intelligence will not only elevate the fan experience but also drive concession sales growth in the arena.”

The Star of the Desert Arena tested its Swipe & Go store with AiFi’s technology at a recent concert and it outsold the four other standard concession stands combined sales. The resort and casino franchise hopes to expand AiFi into other stores within the arena this year based on the initial success so far.

“The demand for cashierless checkout in arenas has surged in recent years, driven by advancements in AI,” said Steve Carlin, CEO of AiFi. “Our spatial intelligence focuses on enabling seamless transactions while analyzing shopping behavior to enhance inventory management and operational efficiency. We’re proud to be the arena’s first technology partner in this space and look forward to collaborating on future concessions stores.”

Star of the Desert Arena at the Buffalo Bill's Resort & Casino launched the Swipe & Go store in March 2025 and will be available to fans for upcoming concerts including Iam Tongi, Banda Baila Fest, Bronco, and more. You can view the list HERE.