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Why Milwaukee’s oldest gay bar–This Is It!–is now owned by Trixie Mattel
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This Is It! in Milwaukee, Wisconsin, has a history dating all the way back to 1968, when it first started welcoming the local LGBTQ community through its doors.
It was founded by Catherine (June) Brehm, who was helped by her son, Joseph. The venue recently found itself in the headlines again when RuPaul’s Drag Race legend Trixia Mattel became its co-owner.June passed in 2019, aged 92.
In 2012, Joseph asked George Schneider [below] if he could take over the reins of the business. A post shared by George Richard (@beagabrytta) “I knew the weight of the responsibility I was accepting, knowing that Joe was trusting me to not only preserve his and his mother’s legacies but also the legacy and history of what had become a Milwaukee institution,”.
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