The Red Room, located in the Plankinton Arcade, was a sophisticated Milwaukee destination claiming to have the longest bar in the state. “A rendezvous where men meet to enjoy better drinks, straight or mixed... Live entertainment until 2 a.m. and later,” said a 1936 ad. Popular with gay men, it was a cruising spot with a heavy tearoom trade. From 1938 to 1942, Liberace performed there as "Walter Busterkeys." In the 1950s, the bar felt out of favor and closed when Plankinton Enterprises went bankrupt in 1960. The space was abandoned until the construction of the Grand Avenue Mall.