As monikers for politicians go, Wendy Greuel knows, they're notthe most glamorous: The Pothole Queen. The Bathroom Lady.
But in less than a year as the Los Angeles councilwoman from VanNuys, Greuel has courted a grass-roots, back-to-basics identity andchased away all competitors so she'll soon be able to add anothername: second-term councilwoman.
Since narrowly winning a special election in March 2002 toreplace Councilman Joel Wachs, who moved to New York City, Greuelhas dedicated herself to filling potholes, repairing bathrooms atpublic parks, eradicating graffiti and addressing other basicquality-of-life issues.
In doing so, Greuel has won praise from many San Fernando Valleysecessionists and disarmed potential rivals in the March 2003primary election - guaranteeing herself a second term on the CityCouncil. Of the seven council races in the March primary, onlyGreuel is running unopposed.
'She's fighting the causes I would fight,' said John Quinn, whoran for a council seat in the Nov. 5 election for Valley offices andconsidered challenging Greuel in March. 'It's sort of foolish to runagainst 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 2001primary.
Much of her financial support came from lawyers and people in theentertainment and public relations fields. Contributors to her 2002campaign included Cody Cluff, the recently ousted head of theEntertainment Industry Development Corp., whom Greuel pushed tosuspend when EIDC financial irregularities came to light.
In June, the City Council redrew the boundaries of Greuel'sSecond District, placing Cardenas in a different district. Cardenasnow 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 verystrong campaign. It wasn't too long ago, so it's fresh in the mindsof anyone who's involved in politics.'
Several potential challengers in the 2003 election also saidGreuel's fund-raising prowess was a factor in their decision not torun.
Just as important, Cardenas said, Greuel appears to be fulfillingher campaign pledge to bring more city services to the 2nd District,which stretches from Sherman Oaks to Tujunga and includes parts ofVan Nuys, North Hollywood and Studio City.
Greuel also has positioned herself as a leading advocate forreforms in city government, including a proposal to divide LosAngeles into boroughs. Many who supported Valley secession, whichfailed in the Nov. 5 election citywide, say Greuel is theirstrongest ally on the City Council, even though Greuel opposed thebreakaway movement.
'I respect and like Wendy a lot,' said Scott Svonkin, whofinished in first place in the race for a Sherman Oaks-area Valleycouncil seat. 'I think she's an outstanding lady and she's doing agreat job.
'She clearly wants to bring the fair share (of city services andmoney) to the Valley.'
Svonkin and others said Greuel's easy-going manner andaccessibility have won over some would-be critics. Greuel frequentlyappears at meetings and charity events in her district, including arecent Sherman Oaks Homeowners Association meeting where she mingledwith the crowd but didn't address the group.
Greuel's critics say her focus on basic city services comes atthe cost of ignoring larger, citywide issues such as the state ofhealth care in Los Angeles.
'To me, she's the council person of potholes, horse trails andabandoned cars,' said North Hollywood activist R.J. Johnson. 'It'sall candy-cane stuff. When it's an issue of substance, you don'thear from her.'
Greuel disagrees - to a point. She said she proudly wears thelabels of Pothole Queen and Bathroom Lady, the latter earned aftershe had the city fix a run-down bathroom at a city park in NorthHollywood.
Greuel said she's also coming into her own as a leader on issuesaffecting the entertainment industry. She pointed to her role as aleading council advocate for simplifying Los Angeles' business taxesand in reforming the EIDC, a quasi-public agency that grants permitsfor filming.
'All too often, elected officials are afraid of the public andtheir constituency,' Greuel said. 'I have never been afraid totackle an issue - the pros and the cons. I want to make sure that wechange the structure of our government.'
Greuel earned points with secession advocates by sending each ofthe 111 candidates for cityhood offices a letter shortly before theNov. 5 election, wishing them luck. The letter pledged thatregardless of the outcome of the election, Greuel would work withthe former candidates on reforming city government and deliveringservices to neighborhoods.
She reached out to many of the former candidates by calling themand meeting them over coffee and meals to discuss their ideas forthe Valley.
Quinn, a film producer who finished second in a field of fourcandidates for a Van Nuys-area Valley council seat, met Greuel at aSherman Oaks coffeehouse for what he expected would be a brief, andpossibly tense, discussion marking the beginning of his campaignagainst her.
Instead, Quinn said, the two had an amiable and wide-rangingconversation at which they agreed about the need to cut red tape forfilm studios, reduce business taxes, protect horse-keeping areas andpreserve undeveloped land. A few days later, Quinn withdrew from therace.
'She comes across as being very sincere,' Quinn said. 'I findthat a very rare commodity. With that kind of person, you just wanther to be successful.'
Greuel said her office has prodded city departments to trimtrees, crack down on illegal street racing, fill potholes, removegraffiti and tow abandoned vehicles. At the risk of sounding like anag, she said she makes sure her office persistently follows up oncitizen complaints.
In one case, she pestered Department of Public Works managers toremove an orange 'construction zone' sign from a North Hollywoodstreet where no construction was occurring or planned. Public Worksofficials told her that because a contractor placed the sign, cityemployees couldn't remove it. Greuel said that when she threatenedto rent a truck and remove the sign herself, Public Works employeestook 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 OaksNeighborhood Council, said Greuel understands the frustration ofmany Valley residents with city government.
'She doesn't just show up at meetings,' Barad said. 'She followsthrough on what she says she's going to do. No one can accuse her ofjust paying lip service.'
