Type Gay bar Founder Catherine Brehm Website thisisitbar.com | Founded 1968 Headquarters Milwaukee, WI | |
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Owners George Schneider, Michael Fisher | ||
This Is It!, also known locally as Tits, is a gay bar and lounge located in Milwaukee, Wisconsin. It is the oldest, continually-operating gay bar in the state of Wisconsin.
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The bar is located in a building constructed in 1915 on the corner of Jefferson and Wells streets. The space the bar occupies has been used as a bar and tavern since 1936, previously known as "The Establishment", and before that "Vern's Tap".
History
This Is It! is a gay bar established in 1968 by Catherine "June" Brehm and business partner Michael Latona. June took control of the bar, known previously as "The Establishment", in 1968. Extensive remodels were done in 1969, and the bar has kept the same style since. While records do not indicate the exact date June and her business partner Michael split, it is clear that she assumed full control on June 18, 1970. Joseph Brehm became a part-owner of This Is It! after his mother, June, suffered a stroke in 1981, and he operated the bar concurrently with June until her death in 2010. After managing the bar at This Is It!, George Schneider became a part-owner in 2012.
The location in Milwaukee, WI has remained the same since the bar's inception. The bar has never "shut down" or "closed its doors" for any period of time outside of normal maintenance and repairs. It is the oldest, continually operating gay bar in the State of Wisconsin.
Joseph Brehm died on April 3, 2016 from complications associated with ALS leaving full control of the establishment to his business partner, George Schneider. Schneider continues to operate the bar in the tradition of Joe and June, saying "Joe and June had this bar for the first 50 years, or almost 50. I'm the custodian of a huge amount of history and their legacy. I will make sure it keeps on going for another 50." In October 2016 Michael Fisher, a long-time bartender at This is It, was named as a partner in the business.
Recognition
This Is it! was voted 'BEST Gay and Lesbian Bar' in 2012, 2013, 2014, and 2016 via the A-List on WISN.com (A-list not compiled in 2015).
The Bar was also featured in the book "Bottoms Up: A Toast to Wisconsin's Historic Bars & Breweries" by Jim Draeger & Mark Speltz, published by the Wisconsin Historical Society Press.
In March 2016, Joseph and June Brehm, as well as the bar itself, were recognized for their contributions to the LGBT community by Senator Tammy Baldwin. A copy of this letter is embedded in this article.
Just prior to his Joseph Brehm's death, Milwaukee's mayor, Tom Barrett, proclaimed Thursday, March 31, 2016 "Joe Brehm Day", recognizing not only June Brehm's and Joseph Brehm's LGBT community involvement, but also the bar's significance as "a place that welcomes members of the LGBT community into a place of acceptance and safety" since 1968.
Community involvement
This Is It! sponsors LGBT and LGBT-friendly organizations. The bar started hosting a monthly "Pink Hat Party" fundraising event in January, 2012. Beneficiaries of the monthly "Pink Hat Party" have included the Milwaukee LGBT Community Center, Aids Resource Center of Wisconsin, Milwaukee Symphony Orchestra, Ricardo Correa Scholarship Foundation, and the G/L Community Fund.
This Is it! is also sponsors the Milwaukee LGBT Community Center's Loft Lounge at PrideFest Milwaukee. Owner George Schneider volunteered as PrideFest Milwaukee's Operations Director for many years, resigning after the 2012 festival season.