An era comes to a close in Milwaukee as This Is It!, a trailblazing LGBTQ+ bar and community staple, will no longer open its doors for another cheers or chant – Owner George Schneider has sealed its fate with a somber announcement of its permanent closure just before what would have been its 57th anniversary. The bar has been revered as a sanctuary, championing nearly six decades of love, laughter, and liberation for Milwaukee's LGBTQ+ populace.
In a statement laced with gratitude and shared history, the city officials, including Alders Zamarripa and Burgelis, the first LGBTQ+ members of the Common Council, praised the bar's inseparable bond with its community, thanking the staff and loyal patrons who imbued This Is It! with its unique spirit; however, the closure reflects the reality of how harsh these recent years have been for local and queer-owned businesses, amid turmoil that has seen many such establishments struggling to keep the lights on and the music playing. This Is It! has been an embodiment of a struggle for space, but more so, of finding and cementing one’s place in the heart of a city.
With its closure, Milwaukee doesn't just lose a bar – it watches a chapter of its own history come to an end, one that was written in the bold hues of June and Joseph Brehm's pioneering efforts who originally founded This Is It! with the vision of creating a welcoming oasis for a marginalized community which, at the time, was a revolutionary act. Their passing didn't dim the torch they lit; instead, it has continued burning in the efforts and tenacity of the community they nurtured, as relayed in the city's message of farewell.
