This Is It!, the oldest continuously running gay bar in Wisconsin and a staple of Milwaukee’s LGBTQ+ nightlife, announced its closure on Sunday, March 9, leaving many patrons stunned and saddened. Co-owned by Trixie Mattel, the Drag Race superstar and Milwaukee native, and longtime owner George Schneider, the bar had been an essential gathering place for the queer community for over five decades.
Since its founding in 1968 by June Brehm and her son Joseph Brehm, This Is It! has served as a beacon for LGBTQ+ people in Milwaukee and beyond. It is known not only as a nightlife venue but as a sanctuary and community hub where individuals could find support and celebrate their identities in a safe space. Schneider, who began as a bartender at the bar in 2010 and later acquired it in 2012, had been at the helm for 15 years, dedicating himself to its survival and growth.
Despite significant investment in the expansion of the bar in 2019, This Is It! struggled to recover after the COVID-19 pandemic forced a prolonged shutdown. Schneider’s investment and the support of Mattel, who became a co-owner in 2021, seemed to offer a lifeline for the historic venue. However, the challenges continued, with construction projects around the neighborhood and prolonged street closures pushing the business to its financial limits.
On Sunday, the bar’s official social media pages confirmed the permanent closure, expressing gratitude to the staff, performers, and loyal patrons who made This Is It! a beloved institution for over half a century. The statement, shared on both Instagram and Facebook, explained that the combination of the pandemic’s impact, ongoing construction in the area, and financial struggles ultimately led to the decision.
“This summer would have been the 57th anniversary of This Is It!,” the post read. “Unfortunately, that celebration will not come to pass. As of today, we have closed our doors permanently.”
This is It!, the Milwaukee bar announced to be co-owned by Trixie Mattel in 2021, has sadly announced their closing.
The location was the oldest queer bar in Wisconsin and is closing just months before their 57th anniversary. pic.twitter.com/reiudURNLw
— Drag Crave (@Drag_Crave) March 10, 2025
The statement continued to highlight the emotional significance of the bar, describing it as “so much more than a nightlife spot for the queer community,” but a place where many found comfort, connection, and belonging. It concluded with a heartfelt farewell, honoring the bar’s founders, June and Joseph Brehm, who passed away years ago but whose legacy lived on through the bar.
Schneider also shared his personal reflections on the closure in a social media post, marking the end of a 15-year journey. “Losing an institution like This Is It! is shocking and surprising,” he wrote. “I gave everything I had to keep it afloat. I just wish it was enough.”
In his statement, Schneider explained the financial realities that led to the closure, acknowledging that the bar had been struggling for years, even before the pandemic. “The business was already down 20% organically since the pandemic, and because of inflation, that put the bar in a breakeven situation for several years,” he explained. “Last year’s construction project pushed revenues to over 50% down, and that yielded a net loss for every month that we operated.”
Schneider also clarified that despite the bar’s connection to Mattel, the financial struggles were systemic, and Trixie was never asked to invest further in the business. He defended the decision to close suddenly, stating it was necessary to ensure that staff were paid for their work, and emphasized that throwing more money at the problem would not have solved the deeper issues.
“Let it be a reminder to continue to support local businesses however we can,” Schneider concluded, urging patrons to recognize the fragility of local enterprises. “Sentiment, nostalgia, and memories don’t pay the bills.”
Mattel, who co-starred with Schneider in the first season of the Trixie Motel renovation series, expressed her own sadness at the bar’s closure. This Is It! had been a pivotal part of her journey, with Mattel often recalling her first visit to the bar after turning 21, when she felt a sense of connection to the queer community that would shape her future career. She previously filmed segments at the bar for her YouTube channel, and in 2021, she made a special appearance in a video highlighting the significance of This Is It! in Milwaukee’s LGBTQ+ history.
As rumors spread following the bar’s closure, some fans speculated that Mattel’s financial success could have played a role in the closure. However, Schneider addressed these rumors head-on, explaining that the financial difficulties had been long-standing and were compounded by circumstances beyond their control.
For many, This Is It! represented more than just a bar; it was a symbol of resilience and community. The closing of the establishment is a reminder of the fragile nature of small businesses and the profound impact that larger societal shifts—such as the pandemic and construction projects—can have on local venues. The loss is particularly felt by those who grew up in Milwaukee’s queer community, for whom This Is It! provided both a literal and metaphorical safe haven.
Though This Is It! has officially closed its doors, its legacy as a cornerstone of Milwaukee’s LGBTQ+ scene is certain to live on in the memories of its patrons and the stories of those who were a part of its history. For many, the bar was not just a place to have a drink, but a home—one that will be fondly remembered by the queer community for years to come.
