The End of an Era: Remembering "This Is It!" and the Decline of LGBTQ+ Spaces

The closing of a beloved institution often sends ripples of sadness throughout a community. When that institution is a bar, a place of refuge, celebration, and connection, the impact is even more profound. In 2019, the iconic "This Is It!" bar in Milwaukee, Wisconsin, closed its doors forever. This wasn't just the loss of a business; it was the end of an era, a tangible reminder of the challenges facing LGBTQ+ spaces in the 21st century.

A Legacy Built on Acceptance and Community

"This Is It!" wasn't just any bar; it was a haven. Founded in 1968 by June Brehm, it quickly became a safe space, a "second home" as many patrons affectionately called it. June and her son, Joseph, established a welcoming environment where everyone, regardless of background, could feel accepted. Their commitment to inclusivity set the tone for the decades to come, fostering a legacy of joy, love, and unwavering support for the LGBTQ+ community.

The bar's success continued under the guidance of George Schneider, the longtime manager who eventually became a co-owner. In more recent years, the bar gained further recognition when drag superstar and Wisconsin native, Trixie Mattel, joined as a co-owner. "This Is It!" was more than just a bar; it was a vibrant hub for entertainment, a place to gather, celebrate, and simply be themselves. Many remember the magic created there and the staff who made the bar come alive.

The Perfect Storm: Pandemic, Construction, and Shifting Landscapes

The closure of "This Is It!" wasn't a sudden event; it was the culmination of several factors. The COVID-19 pandemic, with its lockdowns and restrictions, dealt a devastating blow to the hospitality industry. The subsequent economic downturn made it difficult for many businesses, including bars, to stay afloat. Adding to the struggles, the bar faced an eight-month closure due to street and sidewalk construction.

While the specific circumstances were unique, the challenges "This Is It!" faced reflect a larger trend. According to research, a significant percentage of gay bars in the United States have closed in recent years. This decline raises important questions about the future of these vital community spaces.

The Evolving Landscape of LGBTQ+ Socializing

The decline of gay bars is a complex issue. It's tempting to look at this trend with a feeling of sadness, but the reasons are varied and multifaceted. What are the underlying factors? Here are some contributing elements to consider:

• Changing Social Norms: Acceptance of LGBTQ+ individuals has grown significantly in many parts of the world. As a result, some people may feel less need for specifically designated "gay spaces" to feel safe and accepted.
• Economic Pressures: The hospitality industry is notoriously volatile. Rising rents, competition from other entertainment venues, and the rise of online dating apps all create economic pressures.
• Demographic Shifts: Some younger LGBTQ+ individuals may prefer different social settings or online platforms for connecting.
• Pandemic Impact: The COVID-19 pandemic caused irreparable damage to the hospitality industry.

It is important to remember that changing social norms do not equal erasure. LGBTQ+ individuals are still, and always will be, subject to prejudice and discrimination.

The Importance of Preserving Community Spaces

The closure of "This Is It!" is a poignant reminder of the importance of these spaces. They provide much more than just drinks and entertainment. They are:

• Safe Havens: Offer a sense of belonging and a refuge from discrimination.
• Community Hubs: Serve as a gathering place for social events, activism, and support.
• Historical Archives: Preserve history and culture.
• Economic Drivers: Contribute to local economies.

These spaces are also places where individuals can express themselves authentically, fostering connections and building strong communities. While the reasons for their decline are complex, the need for these spaces remains critical.

Looking Ahead: Supporting LGBTQ+ Businesses and Community

The closing of "This Is It!" serves as a call to action. We can ensure the survival and thriving of LGBTQ+ spaces by:

• Supporting LGBTQ+ Owned Businesses: Patronize LGBTQ+ bars, restaurants, and other businesses.
• Advocating for Inclusive Policies: Support legislation that protects the rights of LGBTQ+ individuals and businesses.
• Raising Awareness: Educate others about the importance of LGBTQ+ spaces and the challenges they face.
• Remembering the Past: The memories made at "This Is It!" and other spaces like it, are a reminder of the strength, resilience, and importance of the LGBTQ+ community.

Losing institutions like "This Is It!" is a harsh reminder to continue to support local and queer-owned businesses and to fight for the creation of more inclusive spaces.

In Conclusion: A Legacy of Love and Remembrance

The closure of "This Is It!" marks the end of an era, but the legacy of the bar will live on in the hearts of those who called it home. While the physical space may be gone, the spirit of community, acceptance, and celebration that June and Joseph Brehm so carefully cultivated continues to inspire. Let us honor their memory, and the memory of all the LGBTQ+ spaces that have closed their doors, by working to create a more inclusive and supportive world for all.