Byline: James Nash Staff Writer
As monikers for politicians go, Wendy Greuel knows, they're not the most glamorous: The Pothole Queen. The Bathroom Lady.
But in less than a year as the Los Angeles councilwoman from Van Nuys, Greuel has courted a grass-roots, back-to-basics identity and chased away all competitors so she'll soon be able to add another name: second-term councilwoman.
Since narrowly winning a special election in March 2002 to replace Councilman Joel Wachs, who moved to New York City, Greuel has dedicated herself to filling potholes, repairing bathrooms at public parks, eradicating graffiti and addressing other basic quality-of-life issues.
In doing so, Greuel has won praise from many San Fernando Valley secessionists and disarmed potential rivals in the March 2003 primary election - guaranteeing herself a second term on the City Council. Of the seven council races in the March primary, only Greuel is running unopposed.
``She's fighting the causes I would fight,'' said John Quinn, who ran for a council seat in the Nov. 5 election for Valley offices and considered challenging Greuel in March. ``It's sort of foolish to run against someone who's doing all the right things.''
Greuel, a former entertainment industry executive, raised $600,000 in the 2002 election and narrowly defeated then-Assemblyman Tony Cardenas, who outpolled Greuel in the December 2001 primary.
Much of her financial support came from lawyers and people in the entertainment and public relations fields. Contributors to her 2002 campaign included Cody Cluff, the recently ousted head of the Entertainment Industry Development Corp., whom Greuel pushed to suspend when EIDC financial irregularities came to light.
In June, the City Council redrew the boundaries of Greuel's Second District, placing Cardenas in a different district. Cardenas now is running for a council seat in that district.
``Wendy proved the last time around that she's an effective fund-raiser and a tenacious campaigner,'' Cardenas said. ``She ran a very strong campaign. It wasn't too long ago, so it's fresh in the minds of anyone who's involved in politics.''
Several potential challengers in the 2003 election also said Greuel's fund-raising prowess was a factor in their decision not to run.
Just as important, Cardenas said, Greuel appears to be fulfilling her campaign pledge to bring more city services to the 2nd District, which stretches from Sherman Oaks to Tujunga and includes parts of Van Nuys, North Hollywood and Studio City.
Greuel also has positioned herself as a leading advocate for reforms in city government, including a proposal to divide Los Angeles into boroughs. Many who supported Valley secession, which failed in the Nov. 5 election citywide, say Greuel is their strongest ally on the City Council, even though Greuel opposed the breakaway movement.
``I respect and like Wendy a lot,'' said Scott Svonkin, who finished in first place in the race for a Sherman Oaks-area Valley council seat. ``I think she's an outstanding lady and she's doing a great job.
``She clearly wants to bring the fair share (of city services and money) to the Valley.''
Svonkin and others said Greuel's easy-going manner and accessibility have won over some would-be critics. Greuel frequently appears at meetings and charity events in her district, including a recent Sherman Oaks Homeowners Association meeting where she mingled with the crowd but didn't address the group.
Greuel's critics say her focus on basic city services comes at the cost of ignoring larger, citywide issues such as the state of health care in Los Angeles.
``To me, she's the council person of potholes, horse trails and abandoned cars,'' said North Hollywood activist R.J. Johnson. ``It's all candy-cane stuff. When it's an issue of substance, you don't hear from her.''
Greuel disagrees - to a point. She said she proudly wears the labels of Pothole Queen and Bathroom Lady, the latter earned after she had the city fix a run-down bathroom at a city park in North Hollywood.
Greuel said she's also coming into her own as a leader on issues affecting the entertainment industry. She pointed to her role as a leading council advocate for simplifying Los Angeles' business taxes and in reforming the EIDC, a quasi-public agency that grants permits for filming.
``All too often, elected officials are afraid of the public and their constituency,'' Greuel said. ``I have never been afraid to tackle an issue - the pros and the cons. I want to make sure that we change the structure of our government.''
Greuel earned points with secession advocates by sending each of the 111 candidates for cityhood offices a letter shortly before the Nov. 5 election, wishing them luck. The letter pledged that regardless of the outcome of the election, Greuel would work with the former candidates on reforming city government and delivering services to neighborhoods.
She reached out to many of the former candidates by calling them and meeting them over coffee and meals to discuss their ideas for the Valley.
Quinn, a film producer who finished second in a field of four candidates for a Van Nuys-area Valley council seat, met Greuel at a Sherman Oaks coffeehouse for what he expected would be a brief, and possibly tense, discussion marking the beginning of his campaign against her.
Instead, Quinn said, the two had an amiable and wide-ranging conversation at which they agreed about the need to cut red tape for film studios, reduce business taxes, protect horse-keeping areas and preserve undeveloped land. A few days later, Quinn withdrew from the race.
``She comes across as being very sincere,'' Quinn said. ``I find that a very rare commodity. With that kind of person, you just want her to be successful.''
Greuel said her office has prodded city departments to trim trees, crack down on illegal street racing, fill potholes, remove graffiti and tow abandoned vehicles. At the risk of sounding like a nag, she said she makes sure her office persistently follows up on citizen complaints.
In one case, she pestered Department of Public Works managers to remove an orange ``construction zone'' sign from a North Hollywood street where no construction was occurring or planned. Public Works officials told her that because a contractor placed the sign, city employees couldn't remove it. Greuel said that when she threatened to rent a truck and remove the sign herself, Public Works employees took down the sign the next day.
``I won't accept no for an answer,'' Greuel said.
Jill Barad, a political consultant and head of the Sherman Oaks Neighborhood Council, said Greuel understands the frustration of many Valley residents with city government.
``She doesn't just show up at meetings,'' Barad said. ``She follows through on what she says she's going to do. No one can accuse her of just paying lip service.''
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2 photos
Photo:
(1 -- color) Since narrowly winning a special election in March 2002 to replace Councilman Joel Wachs, Wendy Greuel has dedicated herself to filling potholes, repairing bathrooms at public parks, eradicating graffiti and addressing other basic quality-of-life issues.
(2) Councilman Wendy Greuel gives a pat to Cody, who once belonged to Western movie star Monty Montana. Greuel visited Gabrieleno Park for the Day of the Horse event in December.
John Lazar/Staff Photographer
