Pledge to Create ‘Hollywood Renaissance’ Will Test Riordan

It was only a passing reference to Hollywood, a few choice words tucked into a long speech about Los Angeles.

But Mayor Richard Riordan’s pledge to bring about a “Hollywood renaissance” in his State of the City address drew praise and skepticism Thursday among those who have spent years trying to breathe life into the blighted movie capital.

Many business leaders applauded Riordan’s overture, predicting that his action will help spur an economic rebirth for one of Los Angeles’ most neglected assets.

“The mayor can open doors that other people can’t,” said Leron Gubler, executive director of the Hollywood Chamber of Commerce. “We are pleased that we have his attention. We are going to press to get everything we can out of it.”

But others questioned the timing of Riordan’s initiative, arguing that the mayor’s new emphasis in their area is nothing more than a reelection ploy.

Riordan won election in 1993 partly by harping on the failures of his opponent, former City Councilman Mike Woo, who represented Hollywood and was criticized for what many considered failed revitalization policies.

“I think the mayor realizes that doing serious repair in Hollywood is key to a reelection strategy,” said Jerry Schneiderman, chairman of Hollywood Damage Control & Recovery, an organization formed to address problems created by the Metropolitan Transportation Authority’s Red Line subway project. “It could be Riordan’s downfall if he doesn’t show that he has made a major difference in Hollywood.”

Riordan’s speech this week followed a major economic policy address last month at the Pacific Stock Exchange, where he vowed to revive the deteriorated face of Hollywood, a worldwide landmark that attracts 6 million tourists a year.

Riordan offered few specifics in the speeches. His aides are cobbling together the details of the renewal, which will involve the mayor’s office in assisting developers and businesses that have projects in Hollywood.

Gary S. Mendoza, deputy mayor for economic development, said the mayor’s staff is working with Councilwoman Jackie Goldberg, who represents the area, to ensure funding for projects, including the long-awaited Hollywood Entertainment Museum.

Mendoza said the mayor’s office will also solicit suggestions from business leaders on how best to address renewal in Hollywood, a resource Mendoza compared to Los Angeles International Airport or the Port of Los Angeles. “In our view, Hollywood is one of the most valuable strategic assets in the city,” said Mendoza, the point man on the Hollywood Renaissance Project. “The turnaround of Hollywood will make a significant contribution to the turnaround of Los Angeles.”

Previous urban renewal efforts in Hollywood have been hampered by infighting among factions. A 30-year overhaul planned by the city Community Redevelopment Agency was held up in the courts in the late 1980s when residents challenged the plan. They contended that the redevelopment project was written to favor big business over merchants and residents. The delay contributed to the loss of big development projects, including one that would have wrapped office space, stores and a hotel around Mann’s Chinese Theatre, Gubler said.

The new Riordan initiative comes at a time when Hollywood is showing signs of an economic rebound.

Mendoza and other city officials note that the entertainment museum is scheduled to open in September after years of planning.

The El Capitan Theatre has also reopened on Hollywood Boulevard and has become the largest grossing single-screen theater in the country. Meanwhile, the Hollywood Palladium recently spent $2 million on an overhaul.

“We’ve turned the corner on Hollywood, but there is still a long way to go,” Mendoza said.