In October 2006, Melissa Beastrom and Janet Osbourne opened M's as a spiritual replacement for the recently departed M&M Club. Conveniently located on South 2nd Street, M's was carefully redesigned to include dark woods, exposed Cream City brick, smoke-free spaces, a Baby Grand piano, and an updated kitchen. From the beginning, Beastrom didn't consider M's to be a "gay bar," but instead a place that welcomed all types of people. Despite live entertainment, Packers events, and occasional drag shows, M's never attracted a loyal crowd. The bar closed in early 2010 without ever opening its planned restaurant.