Three, a stylish dance club co-owned by Jon Taylor Gustavson, opened on May 25, 2001 at 722 N. Milwaukee St. The club filled a niche with its cutting-edge electronic music, spun by local and national DJs. It became a hub for "freedom of expression," with no attitude, dress code or music restrictions. From 2002 to 2007, the club hosted "PUMP," a popular Sunday night DJ event that attracted a significant gay following. Three triggered the revitalization of Milwaukee Street nightlife and remained a popular destination until it closed on August 30, 2009.