Walk down Wells Street in Milwaukee and you might miss it. Honestly, if you aren't looking for the neon sign or the unassuming door, you'd probably walk right past one of the most historically significant spots in the Midwest. We’re talking about the This Is It bar. It isn't just a place to grab a stiff drink or see a drag show; it’s a living, breathing archive of queer history that has survived since 1968. That’s a long time. It’s older than the Stonewall riots. Think about that for a second.
When Catherine "June" Brehm opened the doors in the late sixties, the world was a very different place for the LGBTQ+ community. Bars weren't just "lifestyle choices" back then; they were actual sanctuaries. You needed a place where the windows were covered and the door was heavy. June wasn't gay herself, but she was a fierce ally long before that term became a corporate buzzword. She created a space that was—and remarkably remains—classy.
The Trixie Mattel Factor and Modern Evolution
You can't talk about the This Is It bar today without mentioning Trixie Mattel. Most people know her as a global drag superstar, a RuPaul’s Drag Race All Stars winner, and a cosmetics mogul. But before the fame, she was a local. In 2021, Trixie (Brian Firkus) became a co-owner of the bar alongside George Schneider. This wasn't just some celebrity endorsement deal or a vanity project. It was a move to ensure the venue stayed alive during a time when historic gay bars were closing their doors across the country at an alarming rate.
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George Schneider has been the steward of this place for years. He started as a bartender and worked his way up. That’s the kind of institutional knowledge you can’t fake. When Trixie joined the team, it brought a surge of national attention. Suddenly, tourists from Chicago or even further away were making pilgrimages. But here is the thing: it didn't lose its soul. It didn't become a Trixie Mattel museum. It’s still a neighborhood joint.
Why the 1968 Founding Date Actually Matters
Most people assume gay history started in New York City in 1969. That’s the standard narrative. But This Is It bar predates Stonewall. When it opened in '68, Milwaukee’s queer scene was largely underground. June Brehm’s vision was a "cocktail lounge" vibe. She wanted carpeting. She wanted nice lighting. She wanted a place where people felt like human beings rather than criminals hiding in a basement.
The bar’s survival is a miracle of community persistence. In the seventies and eighties, police harassment was a very real threat. The bar had to navigate a landscape where being "out" could cost you your job, your family, or your safety. Through it all, the bar stayed open. It never moved. It stayed right there on Wells Street. That kind of continuity is rare. It makes it one of the oldest continuously operating gay bars in the entire United States.
The Vibe: Carpeting, Dim Lights, and No Judgment
If you’re expecting a massive, thumping warehouse club, you’re in the wrong place. This Is It is intimate. It’s famously cozy. For years, the bar was known for its "no-windows" aesthetic and its plush carpeting. Yes, carpeting in a bar. It sounds like a disaster, right? But it added to that living room feel. It felt like June’s house.
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Eventually, they expanded. They took over the space next door to create a performance area. This was a huge deal because, for decades, it was just the front bar. Now, there’s a stage for drag performances and dancing. It’s a mix of the old guard—guys who have been drinking there for forty years—and Gen Z kids who just turned twenty-one and want to see a local queen perform.
- The front bar remains the "chatting" area.
- The back room is for the "party."
- The transition between the two is where the magic happens.
The drinks are notoriously strong. That’s a Milwaukee staple, anyway. If you order a brandy old fashioned (the unofficial state drink of Wisconsin), expect it to be made with a heavy hand.
Addressing the Misconceptions
People sometimes think that because Trixie Mattel is an owner, it's a "tourist trap." Honestly, it’s not. The regulars still have their favorite stools. The bartenders still know people by name. It’s managed to bridge the gap between being a historic landmark and a functioning community hub.
Another misconception is that it’s only for "older" gay men. While that was the core demographic for a long time, the expansion and the shift in ownership have made it much more inclusive. You’ll see a broad spectrum of the queer community there now. Trans folks, non-binary regulars, and allies are all part of the fabric. It’s a "come as you are" situation, which sounds cliché, but at This Is It bar, it’s actually the law of the land.
The Cultural Impact of the Expansion
Expanding a historic bar is risky. You risk losing the very thing that made it special in the first place. But Schneider and Mattel were careful. The "new" side feels modern but respects the "old" side’s kitsch. They kept the iconic "This Is It" signage and the red lighting that makes everyone look a little bit better than they actually do at 1 AM.
The expansion allowed for more diverse programming. It isn't just drag. They have viewing parties, themed DJ nights, and community events. It’s become a cornerstone of Milwaukee’s Cathedral Square neighborhood. During PrideFest, the place is a madhouse, but in the best way possible.
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How to Actually Experience It
If you’re planning a visit, don't just go on a Saturday night when it's packed. Go on a Tuesday afternoon. That’s when you get the real flavor. Sit at the bar. Look at the photos on the walls. Talk to the bartender about June Brehm. There’s a sense of reverence for the past that you just don't get at a brand-new "concept" bar.
- Check the schedule: Drag shows usually happen on weekends, but they have unique events like "Video Race" or trivia during the week.
- Respect the regulars: This is their home. Be cool.
- Try the local stuff: Milwaukee is a beer city. Drink a High Life or a local craft brew. Or, again, that brandy old fashioned.
What the Future Holds
The survival of spaces like This Is It bar is vital. We’re seeing a "gentrification of queer spaces" where old bars are being torn down for condos. By securing the ownership with someone like Trixie Mattel—who has the capital and the platform to protect it—the bar is likely safe for another fifty years.
It’s a testament to the idea that you don't have to change everything to stay relevant. You just have to be consistent. You have to show up for your people. June Brehm showed up in 1968, and the current team is showing up now.
Actionable Insights for Your Visit
- Location: 428 E Wells St, Milwaukee, WI 53202. It’s right near Cathedral Square Park.
- Parking: It's downtown Milwaukee. Parking is a nightmare. Use a rideshare or be prepared to circle the block for twenty minutes.
- Etiquette: Bring cash for tipping the performers. Even if you're just there for a drink, if a queen is on stage, she’s working.
- Historical Context: If you want to dive deeper into the history before you go, look up the "Milwaukee LGBT History Project." They have documented the bar's role in local activism extensively.
- Timing: Happy hour is the best time for conversation. Post-10 PM is for the energy and the shows.
The bar is a rare bird. It’s a place where history isn't just something in a textbook; it’s the stool you’re sitting on and the person pouring your drink. Don't treat it like a museum. Treat it like the living legend it is. Be part of the story. Grab a drink, leave a tip, and appreciate the fact that you’re standing in a place that fought to exist so you could enjoy it.