A Legacy Fades: The End of "This Is It!" and the Shifting Landscape of LGBTQ+ Spaces

The news reverberated through the community like a sudden, unexpected silence: after nearly six decades, Milwaukee's iconic "This Is It!" bar, a cornerstone of LGBTQ+ life, had closed its doors permanently.

While the immediate cause cited was the immense financial strain of the recent global health crisis and prolonged local construction, its closure highlights a deeper, more complex trend facing queer establishments across the nation. What does it mean when places that have served as vital refuges and vibrant social hubs begin to disappear?

For 57 years, "This Is It!" wasn't just a place to grab a drink; it was a living, breathing landmark.

Opened in 1968 by June Brehm and later continued by her son, Joe, this unique establishment defied typical expectations from the outset - both founders were heterosexual, yet they cultivated an unequivocally welcoming and inclusive environment for the LGBTQ+ community.

This commitment to creating a safe and celebratory space, initially set by June and faithfully preserved by Joe, became the bar's defining characteristic.

Over the decades, it evolved, adapting to changing times while maintaining its core identity.

Its most recent chapter saw it co-owned by longtime manager George Schneider and, notably, by celebrated drag superstar and Wisconsin native Trixie Mattel. Mattel's involvement, driven by a concern for the dwindling number of queer venues she witnessed in other major cities, brought renewed attention and a modern flair to the historic bar.

The bar's struggles in its final years were a microcosm of challenges faced by many small businesses.

The devastating impact of the global pandemic hit just over a year after "This Is It!" had undergone a significant expansion, acquiring adjacent space to grow its footprint. Despite receiving assistance from various grants and federal programs, coupled with an extended period of street construction directly outside its doors, the cumulative pressure proved insurmountable.

As the owners poignantly shared, it was a battle they ultimately could not win, despite their exhaustive efforts.

'It has been a gathering place, a safe place, a second home, and the memories made at the bar will stay in our hearts forever.'

This sentiment resonates deeply, underscoring the profound emotional and cultural void left by its absence.

"This Is It!" was more than a business; it was a repository of memories, a stage for countless performances, and a backdrop for self-discovery and connection for generations.

The closure of an individual establishment, however beloved, could be seen as an isolated incident.

Yet, the story of "This Is It!" is sadly not unique. It fits into a concerning national pattern of declining LGBTQ+ specific nightlife venues.

Sociological research paints a stark picture. Studies, such as those conducted by Oberlin College professor Greggor Mattson, reveal a significant contraction in the number of gay bars across the United States.

Between 2007 and 2019 alone, the US saw a staggering decline of approximately 37-41% in these vital community spaces. This trend continued, with an additional percentage of listings vanishing in subsequent years.

What's driving this widespread closure? While the recent pandemic undoubtedly accelerated the decline, the roots run deeper:

• Increased Mainstream Acceptance: As society becomes more accepting, some argue that LGBTQ+ individuals feel less need for exclusive spaces, integrating more into mainstream venues.

  While a positive societal shift, it can inadvertently reduce the demand for dedicated queer establishments.

• The Digital Revolution: Online dating apps and social media platforms have transformed how people meet and connect. For many, the internet has supplanted the traditional role of a bar as the primary meeting point for romantic partners or new friends.
• Economic Pressures: Rising rents, gentrification of traditionally queer-friendly neighborhoods, and the general challenges of running a small business in an increasingly competitive market contribute significantly.
• Changing Queer Culture: Younger generations may seek different types of social environments, or their sense of "community" might be fostered more through online groups, events, or broader cultural movements rather than solely through bars.
• Sober Spaces and Diverse Needs: There's a growing demand for queer-friendly spaces that don't center around alcohol, catering to those in recovery or who simply prefer different social settings.

This multifaceted challenge means that the loss of a bar isn't simply an economic failure; it represents a transformation in the physical landscape of queer life.

But does this mean these spaces are no longer necessary?

Despite the evolving social fabric and the convenience of digital connections, the importance of dedicated physical queer spaces remains undeniable.

Why? Because they offer something unique that online interactions, no matter how robust, cannot fully replicate:

• Unfiltered Safety and Belonging: For many, especially those in less accepting areas or who are newly coming out, a queer bar provides an unparalleled sense of safety, freedom, and belonging.

  It's a place where you don't have to explain yourself, where you can express your identity without fear of judgment or discrimination.

• Intergenerational Connection: These venues are often crucial for intergenerational dialogue, allowing younger queer individuals to learn from elders and understand the history of their community, and for elders to stay connected and vibrant.
• Incubators of Culture and Activism: Historically, gay bars have been hotbeds of queer culture, art, and activism, from the drag scene to early organizing efforts.

  They are where ideas are exchanged, performances are honed, and community bonds are forged through shared physical experience.

• Visible Community Anchors: A visible gay bar signals the presence and vitality of the queer community within a city or neighborhood, serving as a beacon for newcomers and a source of pride for residents.
• Spontaneous Connection: While apps facilitate curated connections, bars allow for spontaneous, serendipitous encounters that build broader social networks and strengthen community ties in organic ways.

The disappearance of these spaces can leave a palpable void, particularly for those who thrive on face-to-face interaction and find solace in a collective, affirming atmosphere.

It raises the question: where do people go when their "second home" closes?

The story of "This Is It!" serves as a powerful reminder of what we stand to lose when these cultural institutions vanish.

While the traditional model of a "gay bar" may be evolving, the fundamental human need for community, connection, and safe spaces remains constant.

As the landscape shifts, the imperative to support existing queer-owned and queer-friendly businesses becomes even more critical.

This extends beyond bars to include bookstores, cafes, community centers, and other establishments that intentionally cultivate inclusive environments. Furthermore, there's a growing need to innovate and create new types of queer spaces that cater to diverse interests and needs - whether that's through sober events, all-ages venues, or multi-purpose community centers that offer both social and support services.

The legacy of places like "This Is It!" isn't just in their physical structures, but in the spirit of inclusivity, celebration, and resilience they fostered.

As we mourn the closure of beloved venues, we must also look forward, asking ourselves how we can continue to build and sustain vibrant, visible, and vital spaces for LGBTQ+ people in an ever-changing world.

The memories forged within the walls of "This Is It!" will undoubtedly live on in the hearts of those who passed through its doors.

May its rich history inspire us all to continue fighting for, investing in, and cherishing the queer spaces that remind us, unequivocally, that we belong.