The historic bar This Is It!, recognized as Wisconsin’s oldest gay bar, will be designated as a historic landmark following its permanent closure in March 2025. The Wisconsin Historical Society approved the historic marker for the site on March 4, 2025. This recognition makes it the second LGBTQ landmark in Wisconsin, following the acknowledgment of the former Black Nite tavern in Milwaukee in 2024.
“This Is It! was part of Wisconsin’s cultural landscape for decades, serving as an important gathering place for the LGBTQ community,” said Angela Titus, assistant deputy director and chief program officer for the Wisconsin Historical Society. “This new historical marker will ensure that the story of this beloved community space, and the role it played in the state’s history, will be preserved for future generations.”
Founded by June Brehm and Michael Latona, This Is It! opened its doors in August 1968, just a year before the pivotal Stonewall Uprising in New York City, which is widely regarded as a turning point in the modern LGBTQ rights movement. Brehm, who passed away in 2010, shared her vision of creating a safe and welcoming space for the LGBTQ community, drawing from her experiences as a service industry worker who witnessed societal discrimination against gay individuals.
Brehm faced opposition when she decided to open the bar. “June was discouraged—even by her gay friends—against opening This Is It!,” stated Michail Takach, chair of the Wisconsin LGBTQ History Project. “They told her she was crazy; they told her she would get herself in trouble. Her response was, ‘So what? Let them come for me.’ Nobody ever came for June, but nearly 60 years later, her decision to stand up for what’s right still stands as a lesson for us all.”
Following Brehm’s death, her son Joe, who died in 2016, along with employee-turned-owner Georg Schneider, continued her legacy by expanding the establishment and welcoming a more diverse clientele, including members of Milwaukee’s ballroom community.
Historic Marker Installation Planned
The historic marker will be installed at a publicly accessible location outside the bar, which was situated at 418 E. Wells St. in Milwaukee for 57 years. The installation is anticipated to occur this summer, with a dedication ceremony to be scheduled in the coming months. Funding for the project, including both installation and maintenance, will be provided through private donations, ensuring no taxpayer funding is required.
“This historic marker honors a place that my family worked very long and very hard to build, sustain, and protect for Milwaukee,” said Sarah Freiheit, Brehm’s granddaughter. “When the outside world believed gay men had no place in the world, my grandmother vowed to create one for them. For decades, This Is It! was the go-to destination in times of crisis, in times of celebration, and those times when just being with your community was the best possible comfort.”
The recognition of This Is It! as a historic landmark not only commemorates its rich history but also emphasizes the significance of safe spaces for the LGBTQ community, reflecting both the challenges and triumphs faced over the decades.
