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Milwaukee’s longstanding gay bar This Is It!, located downtown at 418 E.
Wells St. near Cathedral Square, has closed permanently as of Sunday,
March 9, according to a post on its Instagram.
“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. The COVID crisis and the
years following 2020, coupled with the eight-month closure of our street
and sidewalk last year, put the business in a position that we could not ultimately overcome.”
The bar first opened in 1968 under founders June Brehm and her son Joseph Brehm. Current owner George Schneider gained ownership in 2010 and was
joined by popular drag star Trixie Mattel in 2021, according to the
Wisconsin LGBTQ History Project.
https://biztimes.com/this-is-it-historic-lgbtq-bar-closes-permanently/
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