When This Is It! closed on March 9, 2025, Milwaukee lost more than just another tavern. It lost one of the longest-operating LGBTQ+ spaces in the nation, the oldest gay bar in Wisconsin, and a culturally significant safe space for four generations of customers.

Today, State Preservation Officers approved a State Historic Marker for this landmark business. As a result, This Is It! will soon become the second LGBTQ+ landmark officially recognized by the State of Wisconsin.

Thanks to the stewardship and fundraising efforts of the Wisconsin LGBTQ History Project, working in collaboration with the property owner, the East Town Association, the Milwaukee LGBT Community Center, the City of Milwaukee Department of Public Works, and the Wisconsin Historical Society, This Is It! will not be forgotten.

“For decades, ‘This Is It!’ was part of Wisconsin’s cultural landscape, serving as an important gathering place for the LGBTQ+ community,” said Angela Titus, Assistant Deputy Director and chief program officer for the Wisconsin Historical Society. “This new historical marker will ensure that the story of this beloved community space, and the role it played in the state’s history, will be preserved for future generations.”

Founded by June Brehm (1917-2010) and Michael Latona in August 1968—almost a year before Stonewall—This Is It! operated for nearly 57 years. Working in the service industry, June saw how society treated gay people, and decided to open a bar where they would feel safe, welcome, and respected.

“This historic marker honors a place that my family worked very long and very hard to build, sustain, and protect for Milwaukee,” said Sarah Freiheit, granddaughter of June Brehm. “When the outside world believed gay men had no place in the world, my grandmother vowed to create one for them. For decades, This Is It! was the go-to destination in times of crisis, in times of celebration, and those times when just being with your community was the best possible comfort.”

“While the bar is gone, we hope that this State Historic Marker—and June’s story—will inspire others to step up as allies, take righteous action, and create positive change in their lives,” said Sarah. “This Is It! teaches us that anyone can use their privilege to create and hold space for those who have none.”

The Historic Marker will be installed in a publicly accessible location outside 418 E. Wells St. Property owner Joel Lee, who supported the nomination, is thankful that June’s spirit would live on.

“Since first meeting June shortly after acquiring the building, I was fortunate to enjoy a wonderful, decades-long landlord-tenant relationship with her and her son that developed into meaningful personal friendships,” said Lee.

After June passed away in 2010, her son Joe Brehm (1942-2016) and employee-turned-owner George Schneider carried her vision forward. Over the next decade, the bar evolved, expanded, and repositioned to serve an increasingly diverse next generation of customers.

“I am deeply grateful to George and his team for opening his doors to the House and Ballroom community during the pandemic, when there was no space for us to gather,” said Legendary TeeTee Mizrahi. “In doing so, they helped continue the spirit and legacy that June built, one rooted in community, belonging, and making space for people to be seen and celebrated. Their willingness to welcome us into This Is It! demonstrated what true partnership and inclusion look like. As leaders in our community, we will never forget the time we shared in that space.”

“We are honored to celebrate and carry forward the legacy that June began. What started as a space created for one community became a safe haven for many, and that spirit of belonging continues to live on through all of us who were touched by it. We hope this acknowledgment and the impact of that legacy will be remembered for generations to come,” said Legendary Chad Alain-Mikli.

A dedication ceremony and community celebration will be announced at a later date. All funding for the project, including application, installation, and maintenance expenses, are paid through private donations with no taxpayer investment.

“June was discouraged—even by her gay friends—against opening This Is It!,” said Michail Takach, chair of the Wisconsin LGBTQ History Project. “They told her she was crazy; they told her she would get herself in trouble. Her response was, ‘So what? Let them come for me.’ Nobody ever came for June, but nearly 60 years later, her decision to stand up for what’s right still stands as a lesson for us all.”