‘This Is It!’ Ends Decades-Long Legacy Amid Pandemic and Construction Challenges.
Milwaukee’s oldest and most beloved LGBTQ+ bar, ‘This Is It!’, has officially closed its doors, marking the end of a historic 56-year legacy. The bar, which was co-owned by drag superstar Trixie Mattel, was a cornerstone of the city’s queer nightlife and a cherished safe space for the community.
A Legacy of Inclusion and Celebration
Founded in 1968 by Joseph Brehm, This Is It! became a vital gathering place for the LGBTQ+ community long before mainstream acceptance. The bar stood strong through decades of societal shifts, offering a refuge where people could freely express themselves. In 2019, Trixie Mattel, a Milwaukee native and winner of RuPaul’s Drag Race All Stars, became a co-owner, bringing new energy and national attention to the venue.
The Challenges That Led to Closure
Despite its rich history and cultural significance, This Is It! faced a series of setbacks that made its survival increasingly difficult. The COVID-19 pandemic delivered a significant blow to bars and nightlife venues, forcing temporary closures and reducing revenue. Even after reopening, business remained unpredictable as the industry struggled to recover.
More recently, construction projects in downtown Milwaukee disrupted foot traffic, further impacting the bar’s ability to operate. Additionally, shifting economic conditions and rising costs made it difficult to sustain the business.
A Community Mourns the Loss
News of the closure has left many in the community heartbroken. For decades, This Is It! wasn’t just a bar—it was a home for LGBTQ+ individuals seeking acceptance, friendship, and celebration.
Trixie Mattel took to social media to express her sadness, writing:
“This Is It! was more than just a bar—it was a legacy. I’m heartbroken to see it go, but I’m endlessly proud of what it stood for.”
Many patrons shared memories of first dates, drag performances, and milestone celebrations at the venue, emphasizing its role in fostering love and community.
The End of an Era, But Not a Legacy
While the closure of This Is It! marks the end of an era, its legacy will continue to live on in the hearts of those it touched. Milwaukee’s LGBTQ+ community remains strong, and while this chapter may be closing, the spirit of This Is It! will undoubtedly inspire future safe spaces for queer individuals in the city.
As Milwaukee says goodbye to this iconic institution, one thing is certain: This Is It! will always be remembered as a place of joy, resilience, and pride.
