In March of this year, Milwaukee’s iconic gay bar This Is It! suddenly and permanently closed down. At the time of its closing, the bar (lovingly dubbed “TITS” by its loyal patrons) was Wisconsin’s oldest continually operating gay bar in the state, having originally opened in 1968 just off Cathedral Square in Milwaukee.

Having intentionally and unapologetically catered to and welcomed LGBTQ+ people during periods of U.S. history when that was uncommon, frowned upon, and often dangerous, the bar played pivotal role in shaping not only Wisconsin’s, but also the country’s queer cultural landscape.

As such, the Wisconsin LGBTQ History Project has taken the initiative to ensure that This Is It!’s story is remembered and honored by applying for a historical marker to honor the legacy of the important queer institution.

According to the Wisconsin LGBTQ History Project, “Already open on the night of the Stonewall Uprising, This Is It! was the longest-running queer space in Wisconsin history and one of the ten oldest queer spaces in the nation when it closed in March 2025. Once approved by the Wisconsin Historical Society, the historic marker will be stewarded by the History Project as part of our Landmarks Program.”

Days ago, the Wisconsin Historical Society approved This Is It!’s pre-application for a state historical marker, clearing the way for the formal application process to advance forward. If approved, the marker would sit at 418 E. Wells St., the bar’s location.

In addition to commemorating This Is It!, the marker would also honor the long legacy June Brehm, who opened This Is It! as a gay bar despite being straight herself. June owned the bar along with her son Joseph, and ran it until she passed away in 2010.