This Is It
Milwaukee
Summary
This Is It opened in 1968 at 418 E. Wells Street in downtown Milwaukee, founded by June Brehm, who reportedly named the bar on first seeing the location. It became Wisconsin's longest-running LGBTQ bar, recognized for keeping a welcoming, mixed crowd across decades and for steady support of community causes. Ownership passed from June to her son Joe Brehm, then to George Schneider, with drag performer Brian Firkus (Trixie Mattel) joining as a co-owner in 2021.
The bar doubled its footprint in 2018, added a stage for drag shows, and celebrated its 50th anniversary that year. After nearly 57 years and a difficult stretch of street construction, it closed abruptly on March 9, 2025.