The Gay 90s story began in October 1945 at a tiny Haymarket tavern. Gordon Tobin, a well-respected Milwaukee entertainer and club operator, opened "The Old 90s" at 1339 N. 3rd St. hoping to jump-start downtown nightlife with a unique theatrical concept. The Old 90s quickly became The Gay 90s and attracted a down-low gay clientele. Within four years, Tobin's concept had outgrown the building, and The Gay 90s moved to a massive space at 756 N. Plankinton Avenue.

No photos of the original location exist. The building was long ago demolished.