This Is It opened in 1968 and is proud to be the longest continually operating LGBT+ bar in Wisconsin, the Midwest, and one of the longest running in the country. When This Is It first opened, it was largely secret with a front and rear entrance, for the closeted, and local distinguished clientele. Owners George Schneider and Michael Fisher continue the traditions of the bar's founder, June Brehm and her son Joseph Brehm.
It's well decorated, orderly, and very respectable establishment with vintage stained-glass fixtures and large mirrors behind the bar. There's even a pay phone on the wall, people use it to say they're calling from a pay phone. The back bar has the oldest piece of furniture dating back to 1936.
Open at 3 p.m. daily and 1 p.m. on Sundays. Great drink specials and entertainment every day, like Karaoke night, Free Jukebox night, Trivia, Drag Bingo, Drag shows, House DJs.