This Is It was opened in 1968 by the June Brehm. Its first advertising in a gay publication doesn't appear until the August 1972 issue of the GPU News however, when its ad stated "The East Side's New Food 'N' Fun Bar" and listed proprietors Mike and June.

The August 1976 issue of the local "GLIB Guide" describes the business as follows: "Popular downtown lounge busy with reserved gentlemen and then some not so reserved."

As of December 2006, Joe Brehm, June's son, continues to operate the bar as a gay bar in relatively unaltered condition architecturally. Of course, color scheme and other changes have been made (the booths along the east wall were removed, etc.) but the bar retains it overall ambiance. While June retained ownership for over 40 years, until her death in January of 2010, her son Joe was the effective manager throughout many of those years.

Under Joe's management, the bar has the distinction of being not only one of the longest continuously running gay bar in the city, but also being a staunch supporter of the gay community by hosting countless fundraisers for the gay foundation, gay health care, charities, and other causes.

Read this article about This Is It!'s 40th anniversary from the November 2008 issue of Q-Life newspaper.