FREE VALLEY CONCERTS AIM FOR CROSS-OVER APPEAL.

Byline: Evan Henerson Staff Writer

Last summer, approximately 10,000 people braved 100-degree heat to hear pop singer Kenny Loggins perform a free concert at Warner Center Park in Woodland Hills.

Administrators at the Valley Cultural Center, which sponsors the Sunday summer concert series, expect a similar turnout both for Sunday's appearance by Christopher Cross and June 17 for country crooner Juice Newton. Free entertainment - particularly family-friendly fare - tends to bring people out, especially when the weather cooperates, says James Kinsey, president and CEO of the Valley Cultural Center.

And this summer, the choices are expanding.

``We're becoming more culturally diverse in our entertainment,'' says Kinsey, pointing to a 13-concert lineup that also includes Pete Escovedo, Jack Mack & the Heart Attack, the Young Dubliners and the Persuasions. ``We're definitely making some changes.''

Cross, the Oscar- and Grammy-award winning singer of such songs as ``Arthur's Theme,'' ``Ride Like the Wind'' and ``Sailing,'' welcomed the opportunity to perform close to home. The singer, who lives in Westlake Village, plans to have his 9-year-old daughter join him on stage for one of the numbers, possibly a Beatles song.

``The city has budgetary considerations that don't make it a huge financial incentive, but I wanted to do it for other reasons,'' said Cross, a proponent of the VCC's efforts to bring music into school programs. ``It's a neighborhood show and it's nice when you can play in a situation where everyone's included.

``I do applaud the city and the Valley Cultural Center for doing things like this, and I'm thrilled to be able to play for them.''

Or if indoors is your preference, the VCC also continues its Monday morning concert series at the Madrid Theatre in Canoga Park. Designed primarily for children, the Madrid series will feature a variety of performers, including African drummers and Indian and Peruvian dancers. The 13-event series, expanded from three concerts last year, is expected to reach 6,500 school-age children.

Scholarship funds to local students have also nearly doubled in the past year thanks to contributions.

``We're also working on an endowment program with the L.A. Department of Cultural Affairs to expand to the East Valley,'' said Kinsey. ``We'll be announcing that within the next six to eight months.''

Sunday Concerts in the Park are held at the Lou Bredlow Pavilion at Warner Center Park, 5800 Topanga Canyon Blvd., in Woodland Hills. Performances begin at 5:30 p.m. except for the June 24 concert, which begins at noon.

Concerts at the Madrid Theatre are at 10 a.m. Mondays through Aug. 27 at 21622 Sherman Way in Canoga Park. Call [phone] for more information.

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Christopher Cross performs Sunday at Warner Center Park in Woodland Hills.