Opening a beach club on the edge of the desert.

A beach club is not a nightclub with sun. Élia proved it in daylight.

In 2021, ITM helped open Élia Beach Club at Virgin Hotels Las Vegas — a daylife room built from scratch during one of the trickiest windows the hospitality business has ever tried to open in. It drew the names that signal a room has arrived: Richard Branson on property, deadmau5, Lane 8, and Sofi Tukker on the decks. ITM fulfilled its contract term through 2023.

The rhythm is different, the guest is different, the operation runs on a clock that moves the other direction. But the operator's job never changes: read the room, staff and program to the guest who actually shows up, and get a thousand small things right before the gates open.

Élia is on the Legacy wall now. The reps it added — a new format, opened clean, delivered through the length of our engagement — are in the same playbook ITM runs today.