After a March 1964 fire destroyed the building that had housed reknowned 'gay-for-pay' bars The Anchor Inn and then Tony's Riviera, Tony Machi relocated The Riviera here to 952 North 3rd Street (where North Plankinton Avenue joined N. 3rd St. at the time), where it was sometimes referred to as The New Riviera.

The business' time there was brief; it and the entire block was demolished in 1967 to create Pere Marquette Park, which also swallowed the section of Plankinton Avenue north of Kilbourn Street. Little to nothing is known about that short-lived second location (variously called "New Riviera" or simply "The Riviera" in national gay guides).

While Tony's Riviera never reopened after its brief stay on North 3rd Street, Tony opened "The Barn," a live music venue at 1434 N. Farwell Ave in 1968. Wisconsin changed its drinking age to 18 in 1972, and Machi reinvented the rustic space as "Teddy's" to attract new business.

Tony Machi passed away April 20, 2022 at the age of 100. Although his obituary (and related articles) mention Teddy's, The Barn, The Meet Market, and his many other lifetime accomplishments, there is zero mention of Tony's Riviera.

(The book, "LGBT Milwaukee" by Michail Takach, seeks to make the story of LGBT Milwaukee accessible, visible, and portable for future generations--before it is too late. The Riviera is one of many early LGBT landmarks documented in the book.)

Listings in early "Gay Guides": (For more information on the Guides, click here.)

National listings of Tony's Riviera at its previous 401 N. Plankinton location:
1963, Lavendar Baedeker   History of the Baedeker Guides   Index Listed as "Riviera"	1964, "Directory 43"   Title Page   Introduction Listed as "The Riviera (Tony's)"	1964 Guild Guide   Title pg   Editors note   Note concl Listed as "Riviera Cocktail Lounge"
National listings at this 952 N. 3rd Street location:
1965 International Guild Guide   Title pg   Editor's note   Codes Listed as "The Riviera" at 952 N. 3rd St.	1966 Bob Damron's Address Book     Publisher note Listed as "New Riviera" at 3rd & Plankinton	1966 Lavender Baedeker Guide     Back page Listed as "The Riveria" at 952 N. 3rd
1966 Male World Guide     Index, excerpt Listed as "Riveria" at "401 N. Plankinton (or 952 North 3rd St.)"