This Is It!, the oldest gay bar in Wisconsin, is permanently closed, marking the end of an era for Milwaukee’s LGBTQ community. The bar, which has stood since 1968, was co-owned by George Schneider and drag superstar Trixie Mattel. The news came as a shock to many fans, who didn’t realize the establishment was in danger of shutting down.
Founded by June Brehm and her son Joseph, This Is It! was Wisconsin’s longest-running gay bar. George Schneider, who first worked at the bar as a bartender in 2010, became its owner in 2012. Despite his efforts to expand and improve the bar, including a significant investment in 2019, the business faced significant challenges during the COVID-19 pandemic and never fully recovered. In 2021, Trixie Mattel, a Milwaukee native, stepped in as co-owner, helping the bar survive during difficult times.
However, after years of financial struggle, including the impact of construction projects and pandemic restrictions, Schneider closed its doors for good on March 9. The closure marks the end of what was more than just a nightlife venue — it was a beloved gathering place and a safe space for the queer community. In a heartfelt message on social media, Schneider expressed his deep sadness and gratitude. Trixie Mattel also posted a tribute, sharing her memories of the bar as the first queer space she ever visited.
