`READY FOR MY CLOSEUP' : IN DERBY'S GLARE, LUKAS RETAINS AN IMAGE TRAINER.

Byline: Kevin Modesti Daily News Staff Writer

D. Wayne Lukas has won more consecutive Triple Crown races than any other trainer - five. He has entered more horses in Saturday's race here than any other trainer in Kentucky Derby history - five.

Yet when the hardboots on the Churchill Downs backstretch talk about Lukas this week, they banter, even laugh, about another distinction.

This year, Lukas, 60, became the first Derby trainer to hit town with his own publicity agent in tow.

He says the idea is to ``take this to the next level'' - to parlay his racetrack accomplishments and his practiced eloquence into speaking engagements, TV appearances and endorsements.

It seems to be working:

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The D. Wayne Lukas signature sportswear collection, by Logan's of Lexington, Ky., will debut soon in the commonwealth where he enjoys household-name status.

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Kentuckians could place their orders by telephone using the limited edition D. Wayne Lukas collectible calling card marketed by Four Horsemen Communications.

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Lukas was scheduled to appear on ABC-TV's ``Good Morning America'' and ESPN's ``Up Close'' this week, and serve as Derby analyst for Louisville's NBC affiliate, which outbid another station.

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And if that's not up-close enough, Lukas fans now can hope to hear him speak in person, assuming they're members of one of the six business groups he was scheduled to address here for fees of $5,000 to $10,000.

His speeches are described as a motivational mix of stories and humor - and, in Louisville, plenty of Derby flavor.

Some of his rivals think it's all pretty funny.

``I don't necessarily think horse trainers are that marketable,'' says Bob Baffert, who is preparing Cavonnier and Semoran for the Derby. ``The horses are the athletes. I think the jockeys are the marketable ones. People don't want to hear trainers bragging about themselves. But if someone can do it, more power to 'em.''

Ron McAnally, here with Matty G, says fellow trainers regard Lukas' new ventures ``as a joke.'' But he says that if anybody can pull this off, Lukas can.

If anybody is inclined to agree, it's Lukas' flak, a tan, 36-year-old Newport Beach resident named Larry Feldman.

``In my opinion he's the only one in horse racing who has the ability to cross over into the entertainment and sports world,'' says Feldman, relaxing in Lukas' barn office one recent morning.

Feldman used to help Tom Lasorda arrange his speaking tours.

``There are 30 managers, but you remember Tommy,'' he says. ``There are thousands of trainers, but you remember Wayne. He's so public, so media-savvy.

``You say `Wayne Lukas' in Louisville, and it's like saying `Bill Clinton' in Arkansas.''

That may be overstating it. And it remains to be seen if the Lukas name means anything in less horse-mad regions. Feldman says he has yet to book a speaking engagement in Southern California - Lukas' training headquarters.

``This is horse racing. Let's not kid ourselves,'' says Feldman, who had been promoting TV coverage for Santa Anita for several months when he signed a six-month contract with Lukas in January.

Lukas says he's ``not doing anything different than Denny Crum. And Rick Pitino's going to retire this year on (speaking fees).'' But he adds quickly: ``I'm not saying I'm in their league or that our sport is in their league.''

All the same, when a Louisville Ford dealer wanted the endorsement of a famous sportsman, he got Lukas to star in his commercial. The 30-second spot is all over the morning shows here.

And if Editor's Note, Grindstone, Honour and Glory, Prince of Thieves or Victory Speech wins on Saturday, the Ford dealer will be ready. Another commercial, in which Lukas talks about his third Derby victory, has already been taped.

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Photo, Chart

Photo: (color) Famed trainer D. Wayne Lukas, who isoften in demand, came to the Kentucky Derby with his own media consultant.

Associated Press

Chart: DERBY LINEUP