The Alternative-- Bars and Clubs in the History of Gay & Lesbian Life, Wisconsin

History of Gay and Lesbian Life in Wisconsin - Businesses - Bars and Clubs

The Alternative

Location:	1100 S. 1st Street, Milwaukee WI
Opened: Closed:	July 1988 Late 1990
Clientele:	Female/ male Bar/ social

The Alternative, sometimes billed in ads as "Milwaukee's Premier Art Deco Bar", opened in July 1988 by co-owners Pete (aka Pat; see March 1989 photo) and Beverly (see Nov. 1989 photo).

After a couple of years in business, several changes were implemented, likely to drum up more business. First they added a Disco room. Then name changes: in January 1990 it was advertised as "The Fresh Alternative", "with all new staff" (Dennis, John, K.K., DJ's Rachel and Scott). Then by July-August 1990 it was billed as "Mick's Alternative", also adding a Dining Room serving food Fridays, Saturdays and Sunday Brunch.

But the changes apparently didn't help. Advertising for Mick's Alternative stopped after the August 1990 issue of In Step magazine, and the last time the bar is listed in the Bar Guide section is In Step v.7-21 (October-Nov. 1990). (Guides were typically only updated every 2 to 3 months, so the bar likely closed several weeks before that.)

The next advertisement for this address appeared in the April 1991 'In Step', re-opening under new ownership as Leaded Shade II.

More information about this business is welcomed from anyone who can contribute it.

Photos from opening night show (Grand Opening would not be until October)
(In Step vol.5-12, July 1988)
Ad: Specialty drinks, cocktail hours
(In Step vol.5-12, July 1988)
Daily Specials
(In Step vol.5-15, Sept. 1988)

Ad: Grand Opening Party
(In Step vol.5-17, Sept. 1988)
Photos from Grand Opening;
"Congrats to Michael and staff"
(In Step vol.5-18, Oct. 1988)
Photo: co-owner Pete (aka Pat) (left) with
new manager Paul (right)
(co-owner Beverly not pictured)
(In Step vol.6-05, March 1989)

Ad: Theme nights
(note new spaceship logo)
(April 1989)
Ad: Evening of entertainment, new Disco opening
(Oct. 1989)

Photo: co-owner Beverly (center) with employees Leah and Maria
(In Step vol.6-23, Nov. 1989)
Ad: NOW "A Fresh Alternative"
(In Step vol.5-18, Oct. 1988)

Ad: new name "Mick's Alternative";
will be serving food
(July 1990)
Ad: Texas Hoe-Down;
Dining Room opening
(In Step vol.7-16, Aug. 1990)
Ad: Texas Hoe-Down every Wednesday
(August 1990)