This Is It was opened in 1968 by the present owner's mother. 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 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.

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.