Nevada gaming operator Station Casinos has unveiled a new marketing campaign to pimp its $620m renovation of the Palms Casino Resort in Las Vegas.

On Thursday, the Palms announced its new ‘From Dust to Gold’ marketing campaign, reflecting the property’s “vision of ushering in a new era of Las Vegas by destroying the old.” The Palms’ new raison d’être is “to destroy is to progress,” a belief sure to come as news to anyone who’s ever written off their car in a fender bender.

Station acquired the Palms in 2016 for $312m and the property has been a solid earner for Station’s parent company, Red Rock Resorts. But the Palms, which opened in 2001, had been showing its age, prompting its new owners to embark on the largest refurbishment project any Vegas casino has ever undergone.

The “multi-phased reimagination” of the Palms includes Thursday’s opening of a new bar, steakhouse, social club, cocktail lounge and redesigns of the Pearl concert theater and the Palms’ gaming floor, with a new VIP gaming lounge. A new 29k-square-foot nightclub and a 73k-square-foot pool club are set to follow next spring.