Greenfield’s Last Ditch Bar Faces Financial Crisis and National Scrutiny After Mask Policy Shift

Key points

• Last Ditch Bar opened in April 2025 in Greenfield, Massachusetts, with a mission to serve LGBTQ+ and immunocompromised individuals, requiring KN95 masks at all times.
• The bar faced severe financial difficulties, with owner Jackie Matellian working multiple jobs and living out of her truck to keep the venue afloat.
• To generate revenue, the bar made masks optional on Saturday nights, a move that sparked outrage from patrons who viewed it as ableist and a 'mass disabling event.'
• The backlash led to a community boycott, empty venues, and the departure of two of the three original owners, leaving Matellian to manage a $50,000 loan and unpaid rent.
• A Boston Globe article detailing the internal conflicts and the bar’s struggles went viral, drawing attention from conservative media, federal officials, and progressive activists.
• Local business owners in Greenfield, including those at Los Tres Hermanos and The Sparkle Cave, expressed support for the bar, viewing the online backlash as 'trolling' and a threat to the local community.

Background

Last Ditch Bar opened in April 2025 in Greenfield, Massachusetts, filling a void left by the closure of other queer venues like The Majestic Saloon and 10 Forward. The bar was founded by Asa Rosario, Jackie Matellian, and Sage Territo, with a focus on inclusivity for LGBTQ+ and immunocompromised individuals. The venue required KN95 masks at all times to protect patrons, a policy that was central to its identity. However, financial struggles led to the departure of two founders, leaving Matellian to manage the bar alone. The decision to make masks optional on Saturdays was an attempt to boost revenue, but it triggered a severe backlash from the community it served. The Boston Globe’s article on the situation went viral, drawing national attention and highlighting the tensions between public health concerns and the financial realities of small businesses.

How outlets are covering it

The Boston Globe’s article, which sparked the national attention, focused on the internal conflicts and the bar’s financial struggles, but was criticized by some for misrepresenting statements from performer Soe Noire. The Guardian’s Arwa Mahdawi framed the story as a 'moderately ridiculous lefty infighting' that was exploited by the right-wing press, while also acknowledging the bar’s attempt to create an inclusive space. Local business owners in Greenfield, such as Meaghan Cuevas and Elizabeth DeNeeve, supported the bar’s decision to lift the mask mandate, viewing the online backlash as 'trolling' and a threat to the local community. City Council President Lora Wondolowski expressed concern for the bar’s ability to survive the media storm and emphasized the importance of maintaining safe spaces for marginalized communities. The Western Massachusetts Club of the Communist Party USA condemned the article, calling it 'not newsworthy' and a product of the 'collapse of cultural life with deindustrialization.'

Why it matters

The Last Ditch Bar controversy highlights the challenges faced by small businesses in maintaining their values while surviving financially. The viral attention has drawn national scrutiny to the tensions between public health concerns and the economic realities of small businesses, particularly in communities that rely on inclusivity and support for marginalized groups. The situation also underscores the impact of media coverage on local communities and the potential for online backlash to disrupt local businesses and social cohesion.

What to watch

The future of Last Ditch Bar remains uncertain as it faces a $50,000 loan and unpaid rent. The bar has launched a fundraising campaign to support its operations, with donations coming from around the world. Local officials and business owners in Greenfield are urging unity and support for the bar, hoping to mitigate the impact of the national media attention. The bar’s ability to survive will depend on its capacity to balance its values with financial sustainability, as well as the response of the community it serves.