A 'Clutch' move to push charity with NTO.

Byline: JILL PAINTER

Jerry West was the man who brought Kobe Bryant to the Lakers.

Now he's charged with bringing Tiger Woods back to Riviera Country Club.

West is coming out of retirement and has a new gig with the PGA Tour as the Northern Trust Open's new executive director, the tour announced via news release Thursday.

West built the Lakers dynasty in the 1980s and won seven championships as general manager. Afterward, he became the Memphis Grizzlies' general manager in 2002, citing the need for a new challenge. Now, "Mr. Clutch" will try to revamp a professional golf tournament.

The small-town kid from West Virginia surely never could've envisioned this.

"This is the beginning of something very special for not only me but more importantly for the Northern Trust Open and the community of Los Angeles," West said in a release. "My involvement with the Northern Trust Open is my way of giving back to the city that has given me so much. For more than 40 years, I have taken all of the love that Los Angeles has offered me. This is my chance to do something for the community that has been so great to me."

West worked magic with Kareem and Magic. Now, he'll be working with Phil and Tiger.

He's not overhauling the event's image since it has been a regular stop on the tour since 1926. The tournament - formerly the Los Angeles Open - is home to West.

West is a charismatic and convincing fellow. His job is to raise the profile of the NTO, which already attracts one of the top fields outside the majors, in addition to its charitable impact.

He could start with a call to Woods, who last played the event in 2006.

West has star power everywhere, especially Los Angeles. He's a fixture in this city, where he was a player, coach and general manager with the Lakers for 40 years.

He has that 'X' factor. People are drawn to him.

West turned 71 Thursday, but he still has that fire and passion.

He said last year that all those NBA Finals losses to the Boston Celtics "left a lifelong scar."

Those losses still bug him. They should.

West will trade a locker room for a clubhouse, a basketball for an 5-iron, and chants and cheers for hushes and polite claps.

Tom Pulchinski, who was the longtime tournament director, will continue to oversee the Los Angeles Junior Chamber of Commerce's involvement with the Northern Trust Open.

West is expected to strengthen the L.A. Legends Club, a group of the city's leaders who serve as ambassadors helping to educate people about the tournament. He will make public appearances and speaking engagements in an effort to raise the profile of the event and its primary beneficiary, the LAJCC Charity Foundation, according to the release.

PGA Tour commissioner Tim Finchem is undoubtedly thrilled to have West in his corner.

"Adding a legend like Jerry West to the mix, someone who brings unlimited enthusiasm and love for the city of Los Angeles, the game of golf and local charitable programs, will no doubt help us make the Northern Trust Open one of the best stops on the PGA Tour, as well as one of the most impactful events on the community of Los Angeles," Finchem said.

West doesn't just want to work for the tour. He wants to make the event at Riviera one of the best. Sound familiar? He has done it before, just not like this.

"The Northern Trust Open is more than a golf tournament," West said. "It's an opportunity to bring all of L.A. together to make an impact on this great city, to grow the programs associated with the event, those that help children across the city and those that are so desperately needed, especially in these economic times. It's an honor to become a part of the Northern Trust Open and (I'll) work to make this event the absolute best in the world."

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