Save the date: This Is It to be honored November 19

In summer 1968, June Brehm (1917-2010) took a look at the tiny tavern at 418 E. Wells and proclaimed "this is it -- we aren't going anywhere else."

Inspired to create an inclusive space where her gay friends would be welcome, respected, and treated with dignity, June -- a married mother of two and a seasoned service industry veteran -- launched This Is It on August 1, 1968.

"People tried to talk me out of it -- even my gay friends. They said, 'why are you doing this? you're going to get yourself in trouble.' I told them, I'm doing this because it needs to be done. If that gets me in trouble, so be it. Let them come for me." - transcript from Wisconsin LGBTQ History Project interview with June Brehm, March 8, 2008.

June had no idea that it would become the state's longest-running LGBTQ business. For the next 57 years, This Is It -- through June, her son Joe Brehm, later owner George Schneider, and their dedicated staff across the decades -- served a loyal community with meaningful and memorable experiences. After suffering unprecedented economic challenges, including an 18-month street construction project that rendered the bar inaccessible, This Is It closed forever on March 9, 2025.

Although This Is It changed inside and out across the decades, one thing that never changed was a lasting commitment to unapologetic inclusion for all. Through her spirited choices, June demonstrated the transformative impact of LGBTQ allyship.

"In challenging times, we are often asked 'what can one person do?'" said Michail Takach, chair of the Wisconsin LGBTQ History Project. "This historic marker celebrates the truth that one person, making the right decision at the right moment in time, can absolutely make history."

On Thursday, November 19, the Wisconsin LGBTQ History Project will dedicate a State Historic Marker to This Is It and the Brehm family legacy.

As the applicant, fundraiser, and non-profit steward, the Wisconsin LGBTQ History Project is 100% responsible for all costs of design, installation, dedication, and maintenance through our LGBTQ Landmarks Program. We are grateful for the generous community donations that made this project possible. The historic marker is entirely privately funded with no federal, state, or local taxpayer investment. Additional memorial donations are always welcome at our website.

We are thankful to our community partners at Wisconsin Historical Society, City of Milwaukee Department of Public Works, East Town Association, Friends of Cathedral Square, Milwaukee LGBT Community Center, and Van Buren Management Co. for supporting this collective cause.

Join us as we honor a space that meant so much, to so many, across three generations of customers.

WHAT: Dedication of State Historic Marker, with community celebration to follow

WHERE: 418 E. Wells St. (at Jefferson,) downtown Milwaukee.

WHEN: Thursday, November 19 at 1 p.m.

SPEAKERS: Milwaukee Mayor Cavalier Johnson, Wisconsin Historical Society CEO Christian Overland, Wisconsin LGBTQ History Project Vice President Ricardo Wynn, Milwaukee LGBT Community Center Executive Director Ritchie T. Martin Jr., Sarah Freiheit (granddaughter of June Brehm)

VISUALS: Speakers, civic leaders, historic marker, rainbow crosswalks, downtown views, City Hall, Cathedral Square.

CALL/S TO ACTION: Attend civic ceremony, join the community celebration, donate to memorial fund

QUESTIONS? Contact info@wislgbthistory.com