We present an approach to normalize hurricane damage, where damage is framed in terms of an equivalent area of total destruction. This has some advantages over customary normalization schemes, and we demonstrate that our record has reduced variance and correlates marginally better with wind speeds and pressure. That is, it allows us to better address climatic trends. We find that hurricanes are indeed becoming more damaging. The frequency of the very most damaging hurricanes has increased 3 times per century.