While legendary LGBTQ bar This Is It, 418 E. Wells St., abruptly closed after more than 56 years on Sunday, March 9, the legendary Downtown tavern remains near and dear to the thousands of Milwaukeeans who stumbled into the beloved Mad Man-era cocktail lounge during its nearly 60-year run.
It's true that Brew City is a town of a thousand taverns, but this one – which opened in August 1968 – was much more than a tavern. It was a also refuge for generations of LGBTQ Milwaukeeans, anchored in founder June Brehm’s values of unapologetic – and even defiant – acceptance of all customers.
For decades, it sparkled with cocktail-culture ambience unmatched by any other Downtown watering hole.
Thanks to the collaborative efforts of the Wisconsin LGBTQ History Project and a coalition of East Town entrepreneurs, including longtime building owner, Joel Lee – a friend of the Brehms and early supporter of the club – the story of This Is It could be remembered for decades to come.
Since the bar closed, the coalition has been quietly planning ways to commemorate the East Town landmark and its fabulous founder.
On June 26, the Wisconsin LGBTQ History Project submitted a pre-application for a State Historic Marker to honor the tavern, which was the longest-running queer space in Wisconsin history, one of the 10 oldest in the nation, and one of the few remaining bars that were open for business before Stonewall.
If accepted, the site would get a marker – like the one installed on Plankinton and St. Paul at the site of the Black Nite Brawl – and could become the second official LGBTQ historic landmark in Wisconsin.
At press time, that pre-application is still pending with the Wisconsin Historical Society's State Historic Preservation Office.
An earlier request for local historic designation from the Milwaukee Historic Preservation Commission was withdrawn by the applicant, Sydni Foley, to collaboratively pursue this path to pay homage not to a building, but to June Brehm, to This is It and to their story.
These players are combining efforts to co-create something magical and meaningful for Milwaukee. While it’s too early to confirm any concepts – though some are in discussion – stay tuned to OnMilwaukee.com for ongoing updates in the months ahead.
Because the story of This Is It isn’t over yet.
Born in Brooklyn, N.Y., where he lived until he was 17, Bobby received his BA-Mass Communications from UWM in 1989 and has lived in Walker's Point, Bay View, Enderis Park, South Milwaukee and on the East Side.
He has published three non-fiction books in Italy – including one about an event in Milwaukee history, which was published in the U.S. in autumn 2010. Four more books, all about Milwaukee, have been published by The History Press. A fifth collects Urban Spelunking articles about breweries and maltsters.
With his most recent band, The Yell Leaders, Bobby released four LPs and had a songs featured in episodes of TV's "Party of Five" and "Dawson's Creek," and films in Japan, South America and the U.S. The Yell Leaders were named the best unsigned band in their region by VH-1 as part of its Rock Across America 1998 Tour. Most recently, the band contributed tracks to a UK vinyl/CD tribute to the Redskins and collaborated on a track with Italian novelist Enrico Remmert.
He's produced three installments of the "OMCD" series of local music compilations for OnMilwaukee.com and in 2007 produced a CD of Italian music and poetry.
In 2005, he was awarded the City of Asti's (Italy) Journalism Prize for his work focusing on that area. He has also won awards from the Milwaukee Press Club.
He has been heard on 88Nine Radio Milwaukee talking about his "Urban Spelunking" series of stories, in that station's most popular podcast.
