'Rainbow's End' in La Crosse was apparently owned and operated by 'Peg'. It first appeared in the Guide section of In Step magazine in Sept. 1994 (v11-19) through In Step's demise in 2003, then continued in Quest magazine's 'Nightlife' or "bar Guide' sections through August 2008 (Quest vol.15-14). Most early listings coded it as "G/S, WM": mixed Gay/Straight, more Women than Men.

The bar seems to have flown largely under the radar state-wide in the 1990's, with the only mention in LGBT media in the 1990's a single mention from 1994. While coverage began to pick up by 2001, the advertising budget also appears to have been sparse, as the first advertisements we have located began in 2001, largely in the short-lived 'G-Street magazine'.

As mentioned, Raindow's End was listed in Quest magazine through an August 2008 issue (vol.15-14). In the next issue of the magazine, the location is shown with a new bar name: 'Chances R'. We are unaware if this was the same owner changing the bar name, or a new owner.

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