'New' Riviera
Milwaukee
Summary
The 'New' Riviera was the final, short-lived location of Tony Machi's gay-friendly Riviera bar, at 952 N. 3rd Street in Milwaukee. Machi relocated the business there after a March 1964 fire destroyed the building that had housed the Anchor Inn and Tony's Riviera, and it appears in national gay guides as either the "New Riviera" or simply "The Riviera." Its time at the new address was brief; the building and the surrounding block were demolished in 1967 to create Pere Marquette Park.
Very little is documented about this second location.