This Is not it! This establishment used to be one of my favorite places to be. Unfortunately I will no longer be frequenting this place and advise everyone else not to! There are clearly no safety precautions in place. They allow performers back to perform after having physically assaulted patrons. This is no longer a safe space.

I really do love the drag shows here, the only reason I give it three stars is the size. It’s kind of an awkward building and there’s a big wall dividing the stage area from the bar area- there are two bar areas though and two bathrooms. The dance floor can be really fun and there is a back ally thats nice to visit when it gets too crowded.

Came all the way from Austin to Milwaukee to visit my partners family and we had to go to This is it! We came during Happy Hour and Jazz was our bartender. She was SO friendly and told us fun facts about the place. We got photos with Trixie’s septor and everything! Can’t wait to come back here!

This is one of the most welcoming and fun environments I’ve ever experienced. The bartenders (Jaz, Darnell, Angel, Jacques, Amani, Raspberry and Tyler to name a few!) make you feel like family and are so accommodating and kind. I recommend this establishment to all my friends and I know anyone who comes here will have the time of their lives.

Rude staff! Will write in a tip for you even after tipping cash. tipped cash despite only having 2 drinks tried to talk to the rude staff to inform of an over charge. And then bank informed me of a $20 adjustment meaning they wrote a tip in, paid because I just wanted to leave due to the safety concerns. The same 3 songs are played. Patrons being assaulted by homeless people and no security or cameras. Friend was slipped something once and when brought up to the staff they responded by saying “not my problem” who knows could have continued that night!! Very scary! You walk in happy and walk out feeling like complete garage I will no longer be frequenting this establishment and would advise all of you not to as well. You’ll be over charged, scammed and out your life at risk

been coming here since i was 18 on wednesdays for the drag shows (: my fave place depending on the night/dj. staff is usually very nice, even on super busy nights. love the 2.4.1 deals. the last couple times i’ve come alone people have been rude. when i don’t bring my partner i get a side eye. mostly from other patrons but last time one of the bartenders totally avoided me 👍🏿 it wasn’t on a busy night either, there were like 10 people max. at least the 2nd one was nice, sadly i don’t remember their name! thanks for making my night.

Many people consider this establishment a tourist trap. You may be disappointed if you’re a visitor. Filthy and unsafe. If their ceiling and vent covers look like that, can you imagine how their tap lines look? 🤮. This looks like Fruit Fly City. Additionally, this place has a horrid smell permeating the air as well. Imagine a perfume of a mixture of their unsanitary bathrooms, stale beer, and the mold/mildew that lives in their leaking ceiling. Combine this with the dust that lives on most of their upper surfaces and whatever hides in the hideous old red carpeting covering their walls. Just pass it up…so many better options in the area.

My friend and I are visiting for a work trip and came in for Priyanka’s appearance and had the best time. The show was fantastic all around, our bartender Alex was a GEM, all the staff were really funny and kind and honestly you know they were probably exhausted considering it was the end of pride weekend. Also the drinks -both alcoholic and mocktails- were really good and not expensive!

Overall a great bar, love the bartenders. They’re very sociable and love the remodel of the place. Will definitely venture out again when I’m in the downtown area.

Had a great time on a Wednesday afternoon having drinks with my wife and chatting with the bartender! We got great recommendations for places to visit in the area and would love to come back next time for a drag show. Great place!

My partner and I went to see a drag race finale here and enjoyed the experience. The biggest plus was the huge projector screen in the second room which made the viewing experience nice. My partner also really liked their cocktails, and got two of the dirty, thirty, and thriving. For me, I thought my drink was fine but can't remember the name of it (so take from that what you will). The biggest issue was service- only one bartender was assigned to work while the watch party was being held, which really backed up the drink orders (and apparently was covering). That seemed like a bit of an oversight by management as for an event like that there definitely should have been a second bartender to cover the shift at minimum.

I love This is it! It was one of the first bars I went to when I moved to Milwaukee. They have amazing drink deals, and everyone who works there is super friendly. The bartenders are super nice as well. I really like how they have drag shows and there are TVs to watch these shows throughout the bar.

We went on a Monday! It was karaoke night. Very fun crowd with lots of very talented singers. The bartenders also were very engaging and having a great time. Sometimes performing karaoke while bartending! We had a great time!

Almost the most expensive drink in the city in tiny plastic cup. Service was great tho. Club could.use a little freshening but otherwise decent experience.

super fun spot but the bar service wasn't great

Good bones, but needs music more suited to the clientele. After having recently moved back to Milwaukee, I was excited to return to one of my favorite haunts. The interior is nicer than ever, the bartenders are attentive and friendly. But the music is keeping me from going back!!! Rather than playing music which is suited to the age of the clients, each bartender seems to have their own playlist, which they play on and on. Check out the music at Kruz... young bartenders, old clientele, old tunes.

On our weekend trip to Milwaukee we checked out This Is It because we saw there was a drag show on Saturday night. We got seats at the main bar and were lucky enough to have bartender Tony taking care of us all night. Tony was so fun, funny, and attentive, he completely made our night! All of the staff were working really hard! We also really enjoyed the fact that we could watch the drag show on TVs even though we were in the other room. Fun times overall and we’d go again if we’re in town!

Loved it all! Would highly recommend!! Everyone was so nice and fun, definitely a fun atmosphere for it also being a chill Sunday night!

Not a bar person, been like 9 years. But we traveled from the dells to do the museums and this was close to the hotel so why not :) I had so much fun!! The workers seemed nice but one stood out I wish I could remember his name. He was walking around with a tray of shots this last Saturday and was so amazing!!

This is an amazing bar! If you want a GREAT drink, come to Jaz! Literally the best LGBT bartender in the area.

My first time in a lgbtq bar and my first drag show. Had a blast. Would go again. I was drunk AF and probably looking like I wasnt enjoying myself but I was lol. Yalls bathrooms though....if you got claustrophobia make sure you go before.

"THIS IS IT!" STAFF! Your good deeds do not go unnoticed! Friendly bar, friendly staff, I always manage to have good time! (Round pf applause for the staff please!!!!!)👏🏽👏🏽👏🏽👏🏽

We visited before our dinner reservations and attended a bit of Screen Queens on Tuesday evening, what a great time! We really enjoyed our visit and are huge Trixie fans....so that just added to the awesome!

Incredible music. Incredible shows. Incredible bartenders. This bar feels like more than just a bar. The staff and regulars are incredibly friendly and everyone is super welcoming.

I LOVE THIS BAR!!! I came here the first time I was ever in Milwaukee. Beautiful staff. Great music; and I have a feeling I haven’t seen it all, can’t wait to be back

If you're looking for a fun cool bar with awesome people, this is the best place to be in Milwaukee. Oh, and BRING TIPS FOR THE DOLLS!!!! Milwaukee's drag queens bring it every single time! They are always so talented!!

My first time coming here. The atmosphere was fun, but the shorter bartender was very rude to me for some reason. The DJ played at least 3 or more of the songs, more than once, which is not good, and pretty annoying. If my friend didn't want to stay, I would have left within 10 minutes of coming in. Other than that, great place to dress up as whatever you want and watch guys make out!