How In The Moment started.

Most companies wait for the right moment. In The Moment was built right before the worst one.

Michael Fuller formed the company just before the pandemic and spent the shutdown building instead of waiting. When Las Vegas came back, ITM was already running: developing and managing Élia Beach Club at Virgin Hotels Las Vegas, signing on to the Blended Festival music-and-wine tour, and bringing the experiential venue Fantasy Lab to the Strip.

The résumé behind it runs three decades deep — the House of Blues, Foundation Room, and China Grill at Mandalay Bay; rooms like Club Utopia, Baby's, Ice, and Studio 54; and the marketing seat at the center of the N9NE Group at the Palms, the era that defined modern Las Vegas nightlife.

In 2022, Las Vegas Sun's Brock Radke covered the new company as a burgeoning hospitality company — the first time the press caught what would become the whole ITM thesis: operators who don't advise from the outside, they run the room from the inside.

In The Moment began as a partnership. Today the company — and the capital partners who believed in it early — are Michael Fuller's, and the platform has only expanded in the years since. The early marquee changed. The standard didn't.