This Is It! (bar)

This Is It!
Gay bar
Founded 1968
Founder Catherine Brehm[1]
Headquarters Milwaukee, WI
Owner George Schneider
Website thisisitbar.com

This Is It!, also known locally as Tits, is a gay bar and lounge located at 418 E. Wells Street in Milwaukee, Wisconsin. It is the oldest, continually-operating gay bar in the state of Wisconsin.[2][3][4]

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".[4]

History

May 1973 advertisement, GPU News

This Is It! is a gay bar established in 1968 by Catherine "June" Brehm[5] 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.[4] 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.[6] Joseph Brehm[7] became a part-owner of This Is It! after his mother, June, suffered a stroke in 1981,[8] and he operated the bar concurrently with June until her death in 2010.[5][9] After managing the bar at This Is It!, George Schneider became a part-owner in 2012.[8][10]

The location at 418 E. Wells Street 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.[11]

Joseph Brehm died on April 3, 2016 from complications associated with ALS[7] 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."[12]

Recognition

Letter from Senator Tammy Baldwin

This Is it! was voted 'BEST Gay and Lesbian Bar' in 2012, 2013, and 2014 via the A-List on WISN.com.[13]

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.[2]

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.[14] 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.[7][11]

Community involvement

Front view of bar, 2012

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.[15][16]

This Is it! is also sponsors the Milwaukee LGBT Community Center's Loft Lounge at PrideFest Milwaukee.[17] Owner George Schneider volunteered as PrideFest Milwaukee's Operations Director for many years, resigning after the 2012 festival season.[18]

References

  1. ↑ "Catherine 'June' Brehm". History of Gay and Lesbian Life in Milwaukee, Wisconsin. Retrieved March 27, 2016.
  2. 1 2 Dreager, Jim (2012). Bottoms Up: A Toast to Wisconsin's Historic Bars & Breweries. Wisconsin Historical Society Press. p. 183. ISBN 978-0-87020-498-2.
  3. ↑ Stingl, Jim (May 4, 2008). "Changes bring the demise of C'est La Vie". jsonline.com. Journal Sentinel, Inc. Retrieved 7 April 2016.
  4. 1 2 3 Horne, Michael (14 November 2014). "This Is It, Our Oldest Gay Bar". Urban Milwaukee. Milwaukee,WI. Retrieved 7 April 2016.
  5. 1 2 Schwamb, Don. "Catherine 'June' Brehm". mkelgbthist.org. Milwaukee LGBT History Project, Inc. Retrieved 26 August 2014.
  6. ↑ "THIS IS IT INC.". https://www.wdfi.org. Wisconsin Department of Financial Institutions. Retrieved 2016-04-24. External link in |website= (help)
  7. 1 2 3 Schwamb, Don. "Joe Brehm". mkelgbthist.org. Milwaukee LGBT History Project, Inc. Retrieved 26 August 2014.
  8. 1 2 Flanigan, Kathy (June 9, 2012). "Tolerant times bring change to gay bars". jsonline.com. Journal Sentinel, Inc. Retrieved 26 August 2014.
  9. ↑ "Catherine Brehm Obituary". churchandchapel.com. Church and Chapel Funeral Services. Retrieved 26 August 2014.
  10. ↑ Johnston, Michael (June 2012). "Cordially Yours" (PDF). Outbound Vol. 11 (6). Quest/Outbound. p. 20. Retrieved 27 August 2014.
  11. 1 2 "Mayors Proclamation". mkelgbthist.org. Milwaukee LGBT History Project, Inc. Retrieved 5 April 2016.
  12. ↑ Stingl, Jim (2016-04-12). "Beloved owner gone, but oldest gay bar still a welcoming haven". The Milwaukee Journal Sentinel. Milwaukee, WI. Retrieved 2014-04-24.
  13. ↑ "This Is It - BEST Gay and Lesbian Bar". wisn.cityvoter.com. CityVoter, Inc. Retrieved 26 August 2014.
  14. ↑ "Senator Tammy Baldwin Sends Letter of Thanks..." (PDF). Quest Vol. 23 (#4). Quest. April 2016. p. 17. Retrieved 7 April 2016.
  15. ↑ "Sponsors & Supporters". glcommunityfund.org. G/L Community Fund. Retrieved 27 August 2014.
  16. ↑ Palicki, Martin. "Pink Hat Party at This Is It!". mkelgbt.org. Milwaukee LGBT Community Center. Retrieved 26 August 2014.
  17. ↑ Palicki, Martin. "The Loft Lounge @ Pride". mkelgbt.org. Milwaukee LGBT Community Center. Retrieved 27 August 2014.
  18. ↑ "2012 Official PrideFest Pride Guide" (PDF). Quest Vol. 19 (Special Edition). Quest/PrideFest. June 2012. p. 4. Retrieved 27 August 2014.

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