Trixie Mattel’s gay bar becomes Wisconsin’s second LGBTQ+ historical landmark

When one door closes, another opens… to a historical landmark?

The Milwaukee gay community was shaken when This Is It!, the then-oldest gay bar in Wisconsin, permanently closed after nearly 57 years of business in March 2025.

But now, its legacy is forever etched in the Cheese State’s herstory. Let’s rewind a little bit though.

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The business was founded by June Brehm, a straight wife, mother, and ally, who opened the much-needed space for the community in 1968, against pressures from society, the law, and even her own friends’ advice. Her son, Joe, later got involved in the 1980s.

In 2021, RuPaul’s Drag Race All Stars 3 winner Trixie Mattel became a co-owner as This Is It! struggled to make ends meet post-COVID. 

“Everyone in town has a personal story or anecdote, or sometimes even a night they can barely remember [there],” Mattel told the Milwaukee Journal Sentinel at the time. “The exterior has rainbow accents that invite all walks of life into the space, and remind people to come in and act right.”

Indeed, the space made an indelible mark on the coming-of-age of many LGBTQ+ folks in the Great Lakes region, with a policy of unapologetic inclusion. That’s why its sudden shuttering, which came without a proper farewell party and as a surprise to many regular patrons, was especially hard.

“This is It! has been so much more than a nightlife spot for the queer community,” the business wrote in its closing announcement. “It has been a gathering place, a safe place, a second home, and the memories made at the bar will stay in our hearts forever. We want you to know that we did everything we could to keep our doors open for you.”

Fast-forward a year, and there’s a finally silver lining to this dark cloud.

On March 4, state preservation officers at the Wisconsin Historical Society have officially approved a historic marker at its former spot, located at 418 E. Wells Street.

According to the MJS, the marker will be “installed in a publicly accessible location” during the summer, with a dedication ceremony to come at a later date. The property owner, Joel Lee, worked with the East Town Association and the Milwaukee LGBT Community Center to get the nomination through.

“Since first meeting June shortly after acquiring the building, I was fortunate to enjoy a wonderful, decades-long landlord-tenant relationship with her and her son that developed into meaningful personal friends,” he told MJS.

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This is It! joins Milwaukee’s Black Nite tavern, another queer spot, as the second LGBTQ+ state landmark in Wisconsin.

It’s a meaningful gesture for Milwaukee gays and travelers alike, and certainly a worthwhile stop on a jaunt through the city’s LGBTQ+ scene, including gay bars like Fluid, LaCage NiteClub, Kruz Bar, and Walker’s Pint.

A previous version of this article mistakenly identified Joe Brehm as a founder of This is It! and the bar as “queer-owned.”

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