JC's Pub & Grill, owned by Jonathan Cervero in March 2009, beckoned customers to "come make history." Despite a prominent location, a popular karaoke night, and successful community events, the pub never attracted a loyal following. Despite being gay-owned and operated, JC's felt distanced from the LGBTQ community. In October 2009, just months after winning second place for "Best Float" in the Milwaukee Pride Parade, the business ceased operations.