After closing the Stud Club, Chuck Cicirello opened the Neptune Club on May 26, 1972. It was specifically a bar "run by gays for gays." More than just a nightspot, it was a significant counterculture landmark where patrons danced, socialized, organized, and expressed themselves freely. While the club was short-lived, it had a lasting impact on Milwaukee's Stonewall Generation. After Neptune closed, Chuck Cicirello went on to establish The Factory (158 N. Broadway) in March 1973.