CHAMBER HEAD STRIVES FOR UNIFIED L.A. OUTLOOK.

Byline: Rick Orlov Staff Writer

When he was named executive director of the Greater Los Angeles Chamber of Commerce 15 months ago, the challenge couldn't have been greater for Rusty Hammer: Take a moribund organization viewed with suspicion and turn it into a significant voice for business.

It was a time when a new mayor had just taken office and the city was divided over whether the San Fernando Valley and Hollywood should be allowed to secede.

``We were at odds with some of the other chambers over that,'' Hammer said. ``But that election is over and I think we are beginning to come together to speak with one voice on common issues.''

When he came in, Hammer was taking over from Ezunial Burts - a one-time aide to former Mayor Tom Bradley and the latest in a succession of executives with close ties to City Hall. At the same time, the chamber experienced a loss in members and influence within the business community as well as at all levels of government.

``The mission I was given was to transform the chamber into an organization that was a leading advocate for business in Los Angeles, a leading advocate for improving the quality of life in Los Angeles,'' Hammer said.

Beyond that, however, was a broader goal: trying to bring together different organizations and community groups to understand the importance of working together, to look beyond immediate problems to broader issues, to preserve business and strengthen the city's middle class.

``Any time a new government is formed, you have certain institutions created,'' Hammer said. ``You have the government. You have a Red Cross and a Community Chest or United Way. And you have a chamber of commerce.

``Chambers always are involved at the start because you need a thriving business community for a city to be successful. It creates the jobs that people have. But it also has to be part of the community to make the city work.''

A native Northern Californian, Hammer got his start in politics at the age of 18, becoming the youngest elected official in the nation when he served on the City Council in Campbell. He become that city's youngest mayor at the age of 21.

He left elected politics a dozen years later when his wife Pamela gave birth to twins, and the need to make more money took him into private industry, eventually involving a move to Florida.

He returned to California to head the Sacramento Chamber of Commerce after being contacted by an executive search firm.

When the Los Angeles job opened up, Hammer applied for it.

``Up until then, my view of Los Angeles came from 40,000 feet - flying over it,'' Hammer said. ``And I had the same ideas about it as everyone else. It was too big, too crowded, too smoggy.

``But now I have the six-foot view of the city from driving around and seeing the neighborhoods. Yes, we have problems and they are bigger because the city is so large, but they are the same problems other cities have.''

Hammer has been able to enter into the local public debate surprisingly easy, he said.

``People here have just opened their arms and included us,'' Hammer said. ``This is a city where people look at you for your ideas.''

Hammer also is helped by his outgoing personality from his years in politics and a quick sense of humor.

And there is the name.

``It doesn't hurt,'' said Hammer. ``I got it in a backwards fashion. My father wanted a son named Rusty Hammer. My mother refused to allow him to put that on the birth certificate and named me Russell. But I have always been Rusty.''

The initial problem he faced was the image of the chamber - that it served only the interests of downtown businesses and City Hall and worked on its own at the expense of other groups.

Its membership had dwindled to 1,200 companies - a small percentage of those operating in Los Angeles - and its board of 50 members did not seem to represent the city's business outlook.

Since he took over, membership has grown by only a slight 100 - but it includes a number of business organizations ignored in the past, such as the Valley Industry and Commerce Association, the Central City Association and smaller chambers from the San Fernando and San Gabriel valleys as well as other areas around Los Angeles County.

``Those chambers play a role we can't in representing the interests of their members,'' Hammer said. ``What we can do is pull them together on regional issues.''

One example was the special conference on transportation issues organized last fall, where more than 500 leaders from business and government came together to discuss different proposals for improving the county's transit system.

``That is the type of thing people will see more and more from us,'' Hammer said. ``We are trying to develop a common voice for business.''

Hammer draws high marks from other business leaders for his efforts - even as some business organizations worry the chamber will either take some of their members or take credit for the work done by other groups.

``It's a delicate task,'' said Bruce Ackerman of the Economic Alliance of the San Fernando Valley. ``This is a city of 3.5 million people, and is definitely divided. He has to be careful to not step on anyone's toes and be inclusive. In Los Angeles, you have a city with 35 or 40 chambers and he has to relate to them without coming across either as the big brother or alienating them.''

Carol Schatz, president of the Central City Association, said her group works with the chamber on some issues, but goes its own way to represent its members.

``We do have a united front on the need for business tax reform, and we're working well on that,'' Schatz said. ``But it's extremely important to keep the historical perspective that it was the CCA that fired the salvo to get (former Mayor Richard) Riordan to get some reform.

``But we are looking at other issues separate from the chamber. We are interested in downtown issues dealing with business and housing. We think we have been important in pushing through the downtown renaissance that is under way.''

Jack Kyser, chief economist for the Economic Development Corporation of Los Angeles County, said he has seen some positive changes in the way Hammer is running the chamber.

``They are reaching out,'' Kyser said. ``What most people don't realize is, the chamber means jobs. It could be your job; it could be your neighbor's job. The key to making Los Angeles a great city is saving the middle class. And it's an agenda that starts with creating jobs and dealing with other issues like education, transportation, the environment and taxes.

``But you begin with jobs.''

VICA President Fred Gaines credits Hammer and George Kiefer, the new chamber president, for taking steps to deal with the loss of major corporate headquarters over the past years and reaching out to other groups and smaller businesses.

``The chamber lost a lot of its business stalwarts with the headquarter companies leaving,'' Gaines said. ``Now they are reaching out to the smaller firms and entrepreneurs. Their leadership needs to be a mix of the large and small.''

Hammer said he recognizes that, as well as the need to have a diverse board.

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Photo:

United Chambers of Commerce for the San Fernando Valley head Bill Powers, left, talks with Rusty Hammer, head of the Los Angeles chamber.

John McCoy/Staff Photographer