Schneider continues to operate the bar in the tradition of Joe and June, saying 'Joe and June had this bar for the first 50 years, or almost 50. Joseph Brehm died on Apfrom complications associated with ALS leaving full control of the establishment to his business partner, George Schneider. It is the oldest, continually operating gay bar in the State of Wisconsin.
The bar has never 'shut down' or 'closed its doors' for any period of time outside of normal maintenance and repairs. The location in Milwaukee, WI has remained the same since the bar's inception. After managing the bar at This Is It!, George Schneider became a part-owner in 2012.
Joseph Brehm became a part-owner of This Is It! after his mother, June, suffered a stroke in 1981, and he operated the bar concurrently with June until her death in 2010. While records do not indicate the exact date June and her business partner Michael split, it is clear that she assumed full control on June 18, 1970. Extensive remodels were done in 1969, and the bar has kept the same style since. June took control of the bar, known previously as 'The Establishment', in 1968. This Is It! is a gay bar established in 1968 by Catherine 'June' Brehm and business partner Michael Latona.
