It has dominated the landscape at City Beach for more than four decades but the bulldozers have begun moving in on the City of Perth Surf Club headquarters.
Demolition works began yesterday, with new clubrooms and a family-friendly restaurant precinct set to rise in its place as part of a multimillion-dollar redevelopment.
Club president Grant Trew said it was an exciting opportunity for the club.
"The demolition has brought back a lot of memories for our members - some are very sad to see it go," he said.
"But the new rooms will give us more space, storage and access to social areas. It's a fresh start and it should allow us to attract more members."
Town of Cambridge mayor Simon Withers said the redevelopment would allow City Beach to reach its potential.
"This development will make City Beach the best beach in Perth," he said.
"The ugly old building that currently dominates the beach will be replaced by a modern and magnificent new surf club building at beach level."
The $13 million contract, which includes commercial buildings, road works and amenities, was awarded to Georgiou Group in April.
Construction work is expected to be finished by March.