Trixie Mattel

Trixie Mattel Is Now A Co-Owner of This Is It

The beloved bar and the internationally acclaimed drag queen are a perfect fit. 

If you used to hang out at This Is It (in pre-pandemic times) when “Ru Paul’s Drag Race” was on, then you already know how much the bar’s patrons loved the VHI reality show.

Upwards of a hundred fans regularly crowded inside to cheer on the queens competing each season. And Trixie Mattel was a perennial favorite. (The Milwaukee-born queen competed in Season 7 of the main series and Season Three of “Ru Paul’s Drag Race: All Stars,” eventually winning the latter season.)



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So it’s kinda perfect that Mattel has just been named a part-owner of the long-running LGBTQ bar. The performer now has enough star power to draw more business to any venture she’s associated with. And because This Is It, like many local bars, has been particularly hard hit by the pandemic, it could certainly use Mattel’s magic touch right about now.

Time will tell whether the new partnership will lead to significant changes. But given that Trixie Mattel is large part of the reason why This Is It began hosting regular “Drag Race” viewing parties in the first place, we can probably safely assume that the show will continue to air at the Cathedral Square watering hole. And drag queens will almost certainly continue to perform there too. 

With a little luck, This Is It will start attracting crowds again as the pandemic comes under control. And maybe the next time we stop by to watch an episode of “Drag Race,” we’ll see Mattel inside, shouting at the TV or throwing back shots with the rest of the patrons.



Lindsey Anderson covers culture for Milwaukee Magazine. Before joining the MilMag team she worked as an editor at the Museum of Contemporary Art Chicago and wrote freelance articles for ArtSlant and Eater.