This Is It! (bar)

Last updated

This Is It!
Company type Gay bar
Founded1968
FounderCatherine Brehm [1]
Headquarters
OwnersGeorge Schneider, Trixie Mattel
Website thisisitbar.com

This Is It!, also known locally as Tits, is a gay bar and lounge located in Milwaukee, Wisconsin. It is the oldest continually operating gay bar in the state of Wisconsin. [2] [3] [4]

Contents

The bar is located in a building constructed in 1915 on the corner of Jefferson and Wells streets. The space the bar occupies has been used as a bar and tavern since 1936, previously known as "The Establishment", and before that "Vern's Tap". [4]

History

May 1973 advertisement, GPU News ThisIsItAd1973.jpg
May 1973 advertisement, GPU News

This Is It! is a gay bar established in 1968 by Catherine "June" Brehm [5] and business partner Michael Latona. June took control of the bar, known previously as "The Establishment", in 1968. Extensive remodels were done in 1969, and the bar has kept the same style since. [4] While records do not indicate the exact date June and her business partner Michael split, it is clear that she assumed full control on June 18, 1970. [6] Joseph Brehm [7] became a part-owner of This Is It! after his mother, June, suffered a stroke in 1981, [8] and he operated the bar concurrently with June until her death in 2010. [5] [9] After managing the bar at This Is It!, George Schneider became a part-owner in 2012. [8] [10]

The location in Milwaukee, WI has remained the same since the bar's inception. The bar has never "shut down" or "closed its doors" for any period of time outside of normal maintenance and repairs. It is the oldest, continually operating gay bar in the State of Wisconsin. [11]

Joseph Brehm died on April 3, 2016, from complications associated with ALS [7] leaving full control of the establishment to his business partner, George Schneider. Schneider continues to operate the bar in the tradition of Joe and June, saying "Joe and June had this bar for the first 50 years, or almost 50. I'm the custodian of a huge amount of history and their legacy. I will make sure it keeps on going for another 50." [12]

The adjacent restaurant to the bar, Louise's, closed its doors in August 2018. Schneider was able to acquire and additional 1200 sq. ft. of space previously used as a private dining room for Louise's, and began construction on an expansion project in September 2018. [13] The project not only doubled the venue's overall size and capacity, it also added a new "show bar", dance floor, and performance space with a removable, modular stage. The addition opened to the public for the first time the evening of January 11, 2019, with a grand opening hosted on January 17, 2019. [14]

After remodeling and adding the new performance space, the bar was able to obtain a Center for Visual and Performing Arts license from the City of Milwaukee, allowing the bar to host 18+ patrons on select nights. The license allowed the bar to host a safe place for 18+ patrons and is the only LGBT+ bar in Milwaukee to host 18+ nights and events. In order to obtain this license, the bar worked in conjunction with The Wisconsin LGBTQ History Project to install historical panels highlighting the history of the gay bar scene in Milwaukee. [15] This installation not only satisfied the qualifications to obtain the license, but also created an opportunity for patrons of all ages to learn the history of the LGBT+ bar scene in their city.

In February 2021, it was announced that drag queen Trixie Mattel (Brian Firkus) had joined Schneider as co-owner of This is It!. A Wisconsin native, Trixie had previously hosted shows at This Is It! [16]

Recognition

Letter from Senator Tammy Baldwin Brehm, Joe - Baldwin Nice Note - March 2016.pdf
Letter from Senator Tammy Baldwin

This Is it! has been voted 'BEST Gay and Lesbian Bar' since 2012 via the A-List on WISN.com (A-list not compiled in 2015). [17]

The Bar was featured in the book "Bottoms Up: A Toast to Wisconsin's Historic Bars & Breweries" by Jim Draeger & Mark Speltz, published by the Wisconsin Historical Society Press. [2] The bar was also included in the 2019 publication "111 Places to Visit in Milwaukee That You Must Not Miss" by Michelle Madden. The Madden publication is the first to highlight the bar's expansion of 2018-2019. [18]

In March 2016, Joseph and June Brehm, as well as the bar itself, were recognized for their contributions to the LGBT community by Senator Tammy Baldwin. [19] A copy of this letter is embedded in this article.

Just prior to Joseph Brehm's death, Milwaukee's mayor, Tom Barrett, proclaimed Thursday, March 31, 2016 "Joe Brehm Day", recognizing not only June Brehm's and Joseph Brehm's LGBT community involvement, but also the bar's significance as "a place that welcomes members of the LGBT community into a place of acceptance and safety" since 1968. [7] [11]

50th Anniversary Accolade AnniversaryAccolade.jpg
50th Anniversary Accolade

On May 9, 2018, the Milwaukee County Historical Society recognized This is It! at its Annual Awards Dinner. An Anniversary Accolade for 50 years of business was presented to the bar, citing the bar's "welcoming environment as the oldest continually operating gay bar in Milwaukee and Wisconsin".

Logo Redesign Contest

In preparation for its 50th anniversary in 2018, This is It! hosted a logo redesign contest. Voting was conducted via the bar's website to narrow down to the top 4 submissions, and the 4 finalists were voted on in-person in the bar on 4/11/17. The winning design was created by James "Thommy" Harless. [20]

Community involvement

Front view of bar, 2012 ThisisitFront2012.jpg
Front view of bar, 2012

This Is It! sponsors and supports LGBT+ and LGBT+ friendly organizations, and attempts to foster community involvement with its patrons. The bar started hosting a monthly "Pink Hat Party" fundraising event in January 2012. Beneficiaries of the monthly "Pink Hat Party" have included the Milwaukee LGBT Community Center, Aids Resource Center of Wisconsin, Milwaukee Symphony Orchestra, Cream City Foundation, and the G/L Community Fund. [21] [22] Early in 2018, the bar discontinued the Pink Hat Parties. According to ownership, the bar will be continuing the tradition of fundraising under different formats.

This Is it! has repeatedly sponsored the Milwaukee LGBT Community Center's Loft Lounge at PrideFest Milwaukee. [23] Owner George Schneider also volunteered as PrideFest Milwaukee's Operations Director for many years as well as briefly serving as a board member during his last year with the organization. He resigned from PrideFest, Inc., now Milwaukee Pride, Inc., after the 2012 festival season, [24] but he and bar continue to support the organization and annual festival.

A view of the crosswalks looking east towards the lake. Rainbowxwalk.jpg
A view of the crosswalks looking east towards the lake.

At their annual meeting on April 6, 2018, Milwaukee LGBT Community Center members elected owner Schneider to their Board of Directors. [25]

On a visit to Vancouver, British Columbia in October 2018, Schneider was impressed by that city's rainbow crosswalk installations. He shared an image on the bar's social media, and proposed the idea that Milwaukee should have similar crosswalk installations. The post was well received and Schneider began working with the City of Milwaukee to make the crosswalks a reality. [26] [27] It took nearly 2 years of work and cooperating with the City of Milwaukee to lay the foundations to install the crosswalks - the initial proposal being rejected. [28] Finally, after seeking the aide of Milwaukee Pride, Inc., the East Town Association, and other community partners, the City of Milwaukee approved the installation officially on October 29, 2018. The crosswalks were painted on the morning of November 3, 2018, and a dedication ceremony hosted by Mayor Tom Barrett and Alderman Robert Bauman officially opened the crosswalks to the public. [29]

Related Research Articles

<span class="mw-page-title-main">Washington Square West, Philadelphia</span> United States historic place

Washington Square West is a neighborhood in Center City, Philadelphia, Pennsylvania, United States. The neighborhood roughly corresponds to the area between 7th and Broad Streets and between Chestnut and South Streets, bordering on the Independence Mall tourist area directly northeast, Market East to the north, Old City and Society Hill to the East, Bella Vista directly south, Hawthorne to the southwest, and mid-town Philadelphia and Rittenhouse Square to the west. The area takes its name from Washington Square, a historic urban park in the northeastern corner of the neighborhood. In addition to being a desirable residential community, it is considered a hip, trendy neighborhood that offers a diverse array of shops, restaurants, and coffee houses. Washington Square West contains many gay-friendly establishments, especially in the gay village area of the neighborhood commonly known as the Gayborhood, which hosts annual events celebrating LGBT culture in Philadelphia, including OutFest.

<span class="mw-page-title-main">Hillcrest, San Diego</span> Community of San Diego in California

Hillcrest is an uptown neighborhood in San Diego, California. The area is located north-northwest of Balboa Park, south of Interstate 8/Mission Valley, with Park Boulevard to the east and First Avenue to the west.

<span class="mw-page-title-main">Mark Pocan</span> American politician (born 1964)

Mark William Pocan is an American politician and businessman serving as the U.S. representative from Wisconsin's 2nd congressional district since 2013. The district is based in the state capital, Madison. A member of the Democratic Party, Pocan is co-chair of the Congressional LGBT Equality Caucus and chair emeritus of the Congressional Progressive Caucus. From 1999 to 2013 he served as a member of the Wisconsin State Assembly, representing the 78th district, succeeding Tammy Baldwin there, whom he also replaced in the House when Baldwin was elected to the U.S. Senate.

<span class="mw-page-title-main">Rainbow flag (LGBTQ)</span> Symbol of the LGBT community

The rainbow flag or pride flag is a symbol of LGBTQ pride and LGBTQ social movements. The colors reflect the diversity of the LGBTQ community and the spectrum of human sexuality and gender. Using a rainbow flag as a symbol of LGBTQ pride began in San Francisco, California, but eventually became common at LGBTQ rights events worldwide.

Tri-Pride, stylized tri-Pride, is an annual non-profit lesbian, gay, bisexual, transgender and queer Pride festival in the Waterloo Region of Ontario, encompassing the cities of Cambridge, Kitchener and Waterloo. Prior to the launch of Guelph Pride in 2003, the event also included the city of Guelph.

The Hotel Washington was a building in Madison, Wisconsin, built at the end of the 19th century. It housed several businesses during the 1970 through 1990s. It was an important cultural center in south central Wisconsin and served as a destination and important venue for members of the LGBT community from Wisconsin and northern Illinois, until its destruction by fire on February 18, 1996. The Club de Wash in the complex hosted many well-known musical acts over its history, and served as a hub of central Wisconsin's live music community. The Hotel Washington organization, through owner Rodney Scheel, was important in establishing gay pride events in the Madison area, including Madison's seminal MAGIC Picnic.

<span class="mw-page-title-main">Rainbow crossing</span> LGBT symbol

A rainbow crossing or rainbow crosswalk is a pedestrian crossing that has the art of the rainbow flag installed to celebrate the LGBTQ community.

<span class="mw-page-title-main">Calgary Pride</span> Annual LGBT event in Calgary, Alberta

Calgary Pride is an LGBT pride festival, held annually in Calgary, Alberta, Canada. The event is organized by Pride Calgary, a non-profit organization, and is currently held in the final week of August, with the closing parade falling on the first weekend of September when necessary, each year.

<span class="mw-page-title-main">CC Slaughters</span> Pair of gay bars and nightclubs in Portland, Oregon and Puerto Vallarta, Mexico

CC Slaughters is a gay bar and nightclub located in Portland, Oregon, and Puerto Vallarta, Mexico. The Portland bar is located in the Old Town Chinatown neighborhood, and the Puerto Vallarta bar is located in Zona Romántica.

<span class="mw-page-title-main">LGBTQ culture in Philadelphia</span>

The development of LGBT culture in Philadelphia can be traced back to the early 20th century. It exists in current times as a dynamic, diverse, and philanthropically active culture with establishments and events held to promote LGBT culture and rights in Philadelphia and beyond.

<span class="mw-page-title-main">LGBTQ culture in Eugene, Oregon</span>

LGBT culture in Eugene, Oregon predates the Stonewall riots in New York in 1969, but that event coincided with organized efforts in Lane County, Oregon, to support and celebrate LGBTQ people. Even though Eugene has been rated on lists of cities friendly to LGBT populations, there are very few venues specifically for the LGBT community in the Eugene/Springfield metropolitan area.

Chennai has LGBTQIA cultures that are diverse concerning- socio-economic class, gender, and degree of visibility and politicisation. They have historically existed in the margins and surfaced primarily in contexts such as transgender activism and HIV prevention initiatives for men having sex with men (MSM) and trans women (TG).

<span class="mw-page-title-main">LGBTQ culture in New York City</span>

New York City has been described as the gay capital of the world and the central node of the LGBTQ+ sociopolitical ecosystem, and is home to one of the world's largest and most prominent LGBTQ+ populations. Brian Silverman, the author of Frommer's New York City from $90 a Day, wrote the city has "one of the world's largest, loudest, and most powerful LGBT communities", and "Gay and lesbian culture is as much a part of New York's basic identity as yellow cabs, high-rise buildings, and Broadway theatre". LGBT travel guide Queer in the World states, "The fabulosity of Gay New York is unrivaled on Earth, and queer culture seeps into every corner of its five boroughs". LGBT advocate and entertainer Madonna stated metaphorically, "Anyways, not only is New York City the best place in the world because of the queer people here. Let me tell you something, if you can make it here, then you must be queer."

Seattle has a notably large LGBTQ community, and the city of Seattle has protected gay and lesbian workers since the passage of the Fair Employment Practice Ordinance in 1973. Seattle's LGBT culture has been celebrated at Seattle Pride which began in 1977 as Gay Pride Week. Gay cabaret traveled in a circuit including Seattle and San Francisco since the 1930s. Seattle had gay-friendly clubs and bars since the 1930s including The Casino in Underground Seattle at Pioneer Square which allowed same-sex dancing since 1930, and upstairs from it, The Double Header, in continuous operation since 1933 or 1934 until 2015, was thought to be the oldest gay bar in the United States.

LGBT culture in Leeds, England, involves an active community of people who identify as lesbian, gay, bisexual, or transgender/transsexual. A BBC News Online article published in 2012 stated that, while Leeds City Council has not published statistics relating to the number of LGBT residents, the figure can be estimated at 10% of the overall population, which currently suggests a total of at least 77,000. The tenth year of the Leeds Pride march and celebration, held in 2016, was attended by over 40,000 people.

Rhode Island Pride is an LGBT organization that serves the Rhode Island LGBTQ community, most notably holding its annual PrideFest in June. The organization traces its roots to the 1976 march, in which 75 individuals protested the city's refusal of a permit to host an official march. Today, Rhode Island Pride is one of the largest and most active LGBTQ organizations in Rhode Island, hosting community events and offering resources to Rhode Island's LGBTQ population.

<span class="mw-page-title-main">Paradise (nightclub)</span> Gay nightclub in Asbury Park, New Jersey

Paradise is a gay nightclub in Asbury Park, New Jersey. It is known for its fundraisers and drag shows, most notable of which is the annual Miss Paradise pageant. The club is integrated with the Empress Hotel; both are owned by record producer Shep Pettibone. Paradise's 1999 opening is credited as one factor that improved Asbury Park's struggling economy and drew the LGBTQ community back to the city after a period of local unrest. The venue is a popular Jersey Shore destination in the summer, and it has received praise for its welcoming atmosphere. After several months of closure due to the COVID-19 pandemic, Paradise reopened its outdoor pool and bar area in summer 2020.

<span class="mw-page-title-main">Local Lounge</span> Defunct gay bar in Portland, Oregon, U.S.

Local Lounge was a gay bar in Portland, Oregon, operating from 2010 to 2021.

<span class="mw-page-title-main">Rainbow crossings in Seattle</span> Pedestrian crossings in Seattle, Washington, U.S.

A series of rainbow crossings have been painted in Seattle, in the U.S. state of Washington. According to The Seattle Times, the colorful pedestrian crossings "signal inclusiveness all year-round". Since the rainbow crossings were installed in 2015, more artistic crossings have appeared throughout the city.

References

  1. "Catherine 'June' Brehm". History of Gay and Lesbian Life in Milwaukee, Wisconsin. Retrieved March 27, 2016.
  2. 1 2 Dreager, Jim (2012). Bottoms Up: A Toast to Wisconsin's Historic Bars & Breweries. Wisconsin Historical Society Press. p. 183. ISBN   978-0-87020-498-2.
  3. Stingl, Jim (May 4, 2008). "Changes bring the demise of C'est La Vie". jsonline.com. Journal Sentinel, Inc. Retrieved April 7, 2016.
  4. 1 2 3 Horne, Michael (November 14, 2014). "This Is It, Our Oldest Gay Bar". Urban Milwaukee. Milwaukee, WI. Retrieved April 7, 2016.
  5. 1 2 Schwamb, Don. "Catherine 'June' Brehm". mkelgbthist.org. Milwaukee LGBT History Project, Inc. Retrieved August 26, 2014.
  6. "THIS IS IT INC". wdfi.org. Wisconsin Department of Financial Institutions. Retrieved April 24, 2016.
  7. 1 2 3 Schwamb, Don. "Joe Brehm". mkelgbthist.org. Milwaukee LGBT History Project, Inc. Retrieved August 26, 2014.
  8. 1 2 Flanigan, Kathy (June 9, 2012). "Tolerant times bring change to gay bars". jsonline.com. Journal Sentinel, Inc. Retrieved August 26, 2014.
  9. "Catherine Brehm Obituary". churchandchapel.com. Church and Chapel Funeral Services. Retrieved August 26, 2014.
  10. Johnston, Michael (June 2012). "Cordially Yours" (PDF). Outbound Vol. 11. No. 6. Quest/Outbound. p. 20. Retrieved August 27, 2014.
  11. 1 2 "Mayors Proclamation". mkelgbthist.org. Milwaukee LGBT History Project, Inc. Retrieved April 5, 2016.
  12. Stingl, Jim (April 12, 2016). "Beloved owner gone, but oldest gay bar still a welcoming haven". The Milwaukee Journal Sentinel. Milwaukee, WI. Retrieved April 24, 2014.
  13. Horne, Michael (August 20, 2018). "This is It! Bar Will Expand". urbanmilwaukee.com. Urban Milwaukee. Retrieved October 18, 2019.
  14. Snyder, Molly (January 17, 2019). "This Is It gay bar expands, offering more space, dance floor". onmilwaukee.com. OnMilwaukee. Retrieved October 18, 2019.
  15. Noennig, Jordan (April 30, 2019). "This Is It! will host 18+ night thanks to the installation of a historical LGBTQ display". jsonline.com. Journal Sentinel, Inc. Retrieved October 18, 2019.
  16. Levy, Piet. "Drag superstar Trixie Mattel is now the co-owner of This Is It!, the oldest LGBTQ+ bar in Wisconsin". Milwaukee Journal Sentinel. Milwaukee Journal Sentinel. Retrieved May 28, 2021.
  17. "This Is It - BEST Gay and Lesbian Bar". wisn.cityvoter.com. CityVoter, Inc. Retrieved August 26, 2014.
  18. Madden, Michelle (2019). 111 Places in Milwaukee That You Must Not Miss. Lensing Druck GmbH & Co. KG. p. 206. ISBN   978-3-7408-0491-6.
  19. "Senator Tammy Baldwin Sends Letter of Thanks..." (PDF). Quest Vol. 23. No. #4. Quest. April 2016. p. 17. Retrieved April 7, 2016.
  20. "This Is It! wants you to re-design its logo". milwaukeerecord.com. Milwaukee Record. March 3, 2017. Retrieved September 25, 2017.
  21. "Sponsors & Supporters". glcommunityfund.org. G/L Community Fund. Retrieved August 27, 2014.
  22. Palicki, Martin. "Pink Hat Party at This Is It!". mkelgbt.org. Milwaukee LGBT Community Center. Retrieved August 26, 2014.
  23. Palicki, Martin. "The Loft Lounge @ Pride". mkelgbt.org. Milwaukee LGBT Community Center. Retrieved August 27, 2014.
  24. "2012 Official PrideFest Pride Guide" (PDF). Quest Vol. 19. No. Special Edition. Quest/PrideFest. June 2012. p. 4. Retrieved August 27, 2014.
  25. "BOARD OF DIRECTORS (MEETINGS & SLATE PUBLIC INFORMATION)". mkelgbt.org. Milwaukee LGBT Community Center. Retrieved May 10, 2018.
  26. CBS58 Staff (November 16, 2016). "Milwaukee Bar Owner Proposes Rainbow Crosswalks in City". cbs58.com. CBS 58 - WDJT Milwaukee. Retrieved October 18, 2019.{{cite web}}: CS1 maint: numeric names: authors list (link)
  27. Takach, Michail (November 14, 2016). "Could Milwaukee be the next city with rainbow crosswalks?". onmilwaukee.com. OnMilwaukee. Retrieved October 18, 2019.
  28. Snyder, Molly (August 28, 2018). "Rainbow crosswalks proposed for Cathedral Square". onmilwaukee.com. OnMilwaukee. Retrieved October 18, 2019.
  29. Matz, Lee (November 7, 2018). "RAINBOW CROSSWALKS INSTALLED DOWNTOWN TO HONOR MILWAUKEE'S LGBT COMMUNITY". milwaukeeindependent.com. Milwaukee Independent. Retrieved October 18, 2019.

43°02′29″N87°54′22″W / 43.041494°N 87.906021°W / 43.041494; -87.906021