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

known briefly as 'New Seaway'
Location: 196 S. 2nd Street, Milwaukee WI


August 1972
late 1973/ early 1974

Bar/ social



We believe this location was very briefly called 'The New Seaway'. It was owned by Otto Schuler, who had previously owned and operated the The Seaway Inn (1958-1972). But the Seaway Inn was forced to close early in 1972, slated by the city to be torn down to clear the entire block for other development. A short article in the August 1972 issue of 'GPU News' reports that The Seaway Inn operation relocated to two new sites: the restaurant to 173 S. 2nd as Seaway Restaurant (formerly the Knight Owl Restaurant), and the bar to this location, 196 S. 2nd. (The site had formerly held the gay bar Castaways South.)

Within just a few months however, the bar was apparently renamed by Schuler as Jamie's, as a tribute to local performer Jamie Gays. The December 1972 issue of GPU News advertised the December 28th Grand Opening of "The New Jamie's of Milwaukee", listing as proprietor Jamie, "host", and Josie Carter "spinning records". The host's full name was Jamie Hernandez, aka Jamie Gays.

However, Otto Schuler died suddenly in November 1973 at age 49, and soon after the bar was sold, ending its time as "Jamie's".

In March 1974, the Ball Game bar opened in this location, with different owners.

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


Opening, December 1972

Close-up of owner Jamie

Relocation article
(GPU News, August 1972)

Only known photo of owner
Otto Schuler (or Scheueler)
(M. Takach)

Credits: web site concept, contents, design and arrangement by Don Schwamb;
Bulk of information on Seaway and Jamie's by Michail Takach.
Last updated: May-2023.

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