The first gay bar documented in the 401 North Plankinton Avenue space was apparently the "Anchor Inn", but almost nothing is known about that bar. The Anchor Inn, located in the historic Hunkel Seed building, was already an unofficial gay meeting place by the late 1940s.

The 3,000-square-foot tavern reopened as The Riviera Cocktail Lounge and restaurant on November 25, 1949, almost 20 years before Stonewall, by John Balestrieri and cousin John Triliegi (according to a NewsBank article).

The Anchor Inn and then The Riviera was one of four bars that anchored Milwaukee's first gayborhood-- the Strip-- which emerged in 1948 from an earlier generation of sailor bars catering to downlow workingmen. The ancient Cream City warehouse, formerly Hunkel Seed Factory, was built before the Civil War, but The Riviera is remembered as a modern, cozy, upscale cocktail lounge that made a great starting point for big nights out.

An ad in the December 21, 1949 Milwaukee Journal Sentinel of course didn't reference it as a "gay bar", but called it "A new and different place for your wining and dining pleasure". The ad then mentions "Chef 'Eli' and Waiter 'Leonard'", and states "A famous chef and a noted bartender join their talents"; those may have been names familiar to gay men of the time.

The cocktail lounge was taken over by Tony Machi (of an Old Third Ward family) sometime in September 1951 and became "Tony's Riviera Cocktail Lounge" (although still commonly called simply 'The Riviera'), offering 35 cent Martinis. By 1952 the tavern was under lease to Peter Machi, who may have been a silent partner to the more visible Tony Machi.

Tony’s Riviera became quietly known as the premier gay bar of the 1950s. The Machi brothers invested considerable money- and involved many sponsors- while carving a modern lounge out of the historic grain mill. "On Sunday afternoons, the place was loaded with cops," said contributor George "Bunny" Opper. "They would come in on Sunday nights with their women, but never their wives; they never spent a dime, and they always left richer than they came."

Various patrons remember policemen visiting the Riveria’s basement, which allegedly housed an illegal booking joint, and stuffing envelopes into their coat pockets on the way out. Milwaukee police suspected the Riviera of paying "insurance," but the Machi brothers denied being shaken down by any syndicate.

For 15 years, Tony's was one of the hottest gay bars (and hustler joints) in town. It was both popular and profitable-- so much, in fact, that it attracted the attention of FBI agents wondering HOW a gay bar could be so successful in mid-century Milwaukee. Eyewitnesses contend that Tony's was profitable not only for its owners, but for police officers on the payoff system that protected early gay bars.

(An article from a 1961 Milwaukee Journal Sentinel issue demonstrates one method of harassment toward gay bars at the time. Notoriously homophobic judge Christ Seraphim fined one of the owners, Andrew Macki, $50 for permitting dancing. The defense contention that the ordinance was not violated because the three sets of dancers were men was rejected by the judge, who said "This place caters to that kind of clientele". It's interesting to see how widely the Riviera was known as a gay bar, so long before Stonewall.)

In March of 1964, there was a lover's spat: an unknown customer, whose married lover had just broken up with him, went around the back of the building (a 4-floor brick warehouse), and set the building on fire (a grain elevator). And thus early on the morning of March 15, 1964, a catastrophic five-alarm fire consumed the Riviera and devastated the block. At 6:00 p.m., someone ran into the bar and yelled "Fire!" Bartender Richard Isensee remained open until policemen ordered him to evacuate. "When we left, the ceiling was on fire," said Isensee. "But you just don’t leave a dirty bar."

One contributor who relates this story remembers that when the front wall of the building collapsed, it crushed the fire department's ladder truck. "I was on vacation in California," said another contributor, "when someone called me to say 'your house is on fire—come home!'" The ruins smoldered for a week. Although arson was suspected, FBI documents note that the underinsured tavern was a "profitable fag joint."

(The book "Beertown Blazes, A Century of Milwaukee Fire Fighting" by R.L. Nailen and James S. Haight (Renaissance Books), recalls what is likely that fire on page 240, as one of the Top 100 fires in the city. It documents the fire as follows: "March 15, 1964 Northern Floor Covering et al; 401-411 N. Plankinton; 4 (story) brick 100x125 mercantile & storage. Box alarm 6:18pm for fire in rear loading dock; ceiling flashed over while lines being laid; hot air explosion involved 2nd floor; 5 alarms by 7:30. Four men of Truck 3 trapped on 3rd floor, rescued via aerial ladder. Fire out all floors and through roof; 4 special calls; north wall fell 8 p.m. crushing Truck 7's trailer. Under control 3 a.m.; ruins smoldered for a week. Response 160 men, 18 engines, 6 trucks, fireboat; 36 hose lines; 10 million gallons water. Loss $185,370.")

N. 3rd Street Location

Tony Machi relocated The Riviera to 952 North 3rd Street (where North Plankinton Avenue joined N. 3rd St. at the time), where it was often referred to as The New Riviera. Its 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). By 1967, the entire Strip in the neighborhood of 400 North Plankinton was gone too, replaced by interstate freeway I-794.

Follow-up

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.

By 1975, Teddy's became a world-class discotheque after a $25,000 renovation. The East Side's "soul disco" started advertising in GPU News in 1977, promising a big-city disco experience on the level of New York's Le Jardin or Chicago's Faces. Teddy's, only one block away from Gay People's Union headquarters, is remembered as being welcoming and inclusive, despite being a notorious singles bar.

The disco era lasted until 1980, when the bar went country-western (complete with a mechanical bull ride) during the Urban Cowboy craze. Teddy's closed for good in July 1985. After a short stint as a comedy club, Teddy's became the live music venue now known as Shank Hall in November 1989.

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.

A podcast about the Riviera and the fire was recorded by historian Gavin Schmitt. (Much of the information from the podcast comes from this website and the Takach book "LGBT Milwaukee".)

(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.)

Recollections: The following are recollections of others who have been kind enough to submit their personal memories to the webmaster. You are welcome to do the same!

Opening advertisement, Nov. 25, 1949 (Milw Journal Sentinel)	Advertisement, Dec. 21, 1949 (Milw Journal Sentinel)	Tavern fined for dancing violation, 1961 (Milw Journal Sentinel)

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

National listings of Tony's Riviera at this 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 after the fire, at the later 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.)"