This Is It!, one of the country's oldest LGBTQ+ bars and a Milwaukee institution, closed its doors permanently Sunday. The Covid-19 pandemic and an eight-month closure of East Wells Street last ...

MILWAUKEE (CBS 58) — Wisconsin's oldest continually operating gay bar has closed. This Is It! was founded in 1968 in downtown Milwaukee. It has since been a popular gathering space for the city ...

Milwaukee’s longstanding gay bar This Is It!, located downtown at 418 E. Wells St. near Cathedral Square, has closed permanently as of Sunday, March 9, according to a post on its Instagram.

Milwaukee bars, event spaces to host This Is It! drag queen shows, fundraisers after bar closure. Jordyn Noennig, Milwaukee Journal Sentinel. Thu, March 20, 2025 at 10:09 AM UTC.

This Is It! was the first LGBTQ+ bar that Brian Firkus — the Silver Cliff native who developed his Mattel drag character in Milwaukee — visited after turning 21.

MILWAUKEE (CBS 58) -- Drinks have been flowing for more than half a century at this Milwaukee staple -- "This Is It!," off of Wells Street near Cathedral Square, celebrated its 54th birthday Thursday.

Bars This Is It gay bar expands, offering more space, dance floor. Last week, This Is It unveiled its new addition that more than doubles the size of Milwaukee's longest-continually-operating gay bar.

But when Milwaukee's oldest gay bar, This Is It!, hosted an event about voting on a Wednesday night, hundreds of young people packed the dance floor, many decked out in neon green attire.