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Many visitors describe This is It as a welcoming and fun environment with friendly staff and great drag shows. However, some patrons found the bar unwelcoming to certain age groups and experienced rude or slow bar service, with one reviewer noting weak drinks.
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via Stay22About this place This is it
This is it is a gay bar and club at 418 East Wells Street in downtown Milwaukee, known for making guests feel genuinely looked after.
The bartenders here pay attention. That’s what people say, again and again: the staff is attentive, the atmosphere makes the place feel like a gathering of friends, not just a bar.
Milwaukee has a decent gay bar scene, and This is it leans into hospitality and community. It draws a crowd looking for a relaxed, friendly setting to drink and socialize. Regulars and newcomers get the same warm welcome.
If you want a gay bar in Milwaukee that puts comfort first, This is it delivers. It’s a solid pick for an inclusive night out downtown.
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This place will be missed by many.
While I'm always sad to hear any LGBTQ+ bar is closing, I'm going to offer an unpopular opinion on This is It. It's an ironic but true fact This Is It wasn't very welcoming to those my age. It was actually the first gay bar I went to after coming out of the closet. If you weren't young, cute, with a perky behind forget about ever getting served a drink. I'd experienced it quite a few times there, which is why I stopped going. While I'm not trying to minimize how important this place has been to many people over the decades, I just felt unwelcome there. Again, ironic considering our community is supposed to be about inclusion. It is sad that we're losing an iconic bar that has served our community for years, but even sadder that it, in the end, chose to serve only a portion of it. Reading the reviews of others, would seem their unwelcome attitude was experienced by others.🏳️🌈🏳️⚧️
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Last updated on 3 August 2026