MAYORAL PROFILE: STEVE SOBOROFF RIORDAN'S CHOICE BANKS ON CAN-DO PHILOSOPHY.

Byline: Joseph Giordono Staff Writer

Mayoral candidate Steve Soboroff rattles off the 23 points to his transportation plan and calls for breaking Los Angeles Unified into 40 or 50 neighborhood school districts but numbers of a different kind dominate his campaign - dollars and cents.

Whether it's the personal wealth he has accumulated as a commercial real estate deal-maker or the millions raised in his campaign or the city's finances, money has become a central issue surrounding Mayor Richard Riordan's hand-picked choice as successor.

And it doesn't bother the first-time candidate one bit.

``I don't apologize for being successful,'' Soboroff, 52, said. ``I'm good in math. But that's only 5 percent of me and of my essence.

``I'm successful in business because I'm balanced and care about my city. People like that.''

With his citywide name recognition a scant 3 percent just a few months ago, Soboroff launched an early television advertising campaign that he says paid off: He's the choice of 18 percent of likely voters, putting him second in a field of 15 on the ballot, according to his own internal polling.

With none of the six major candidates likely to win a majority in the April 10 primary, a June 5 runoff would be held between the top two finishers.

Putting up $667,000 of his own money and having already raised the most funds of any candidate, Soboroff is the only major candidate who has refused public financing.

He hopes his record as a problem solver, parks commission chairman and unpaid Riordan special adviser will help him ride the same base of Republicans, San Fernando Valley residents and moderate Jewish voters to the Mayor's Office.

Soboroff grew up in Chicago, where his family ran a hat manufacturing company. When the business faltered in the 1960s, the family made its way to California and settled in Woodland Hills where he graduated from Taft High School.

He studied finance at the University of Arizona and, nearing graduation sent a mall plan to a family friend in the real estate business. The friend offered him a job.

Returning to Los Angeles, Soboroff learned the art of deal-making as a real estate closer for a big-time mall developer. Then, in 1978, he opened Steven Soboroff & Co. in Westwood, finding buildings for retail clients to rent.

Associates who have know him over the years use much the same language to describe Soboroff: energetic, aggressive and sometimes quick to anger.

As his business grew, Soboroff shifted his focus from brokering deals to being a landlord. He and his partners now own and rent out some of the most expensive retail sites in the city.

Soboroff, his wife, Patti, and their five children - ages 7 to 17 - live in Pacific Palisades.

Soon after Riordan took office, Soboroff's real estate attorney recommended him for a City Hall position. Soboroff was appointed to the Harbor Commission and later the Recreation and Parks Commission.

``When I want results, I know I can count on Steve,'' Riordan said. He credits Soboroff with ``helping turn L.A. around'' and says Soboroff's common sense and ability to cut through bureaucracy are assets.

Animal-welfare activist and Ark Trust founder Gretchen Wyler praises Soboroff for his quick action in releasing funds for the Los Angeles Zoo.

In 1992, city voters approved $25 million for zoo improvements. After two years of dispute over what projects should be completed, the money was still unused. So, Wyler and others visited Soboroff, who at that time was the new Recreation and Parks Commission president.

Within minutes, Wyler said, Soboroff was on the phone to Riordan and City Council President John Ferraro. The money was appropriated days later.

He has played similar roles in getting the Staples Center and Alameda Corridor transportation projects going and aggressively led the Proposition BB oversight committee in reviewing Los Angeles Unified's school repair spending.

But some political observers wonder whether Soboroff can operate that way as mayor.

``Clearly, Soboroff is part of that insiders group and is close to the mayor and his people. Philosophically, he believes in that Riordan approach to government - a private sector approach without the rules of the public sector,'' said Eugene Grigsby, director of the Advanced Policy Institute at University of California, Los Angeles, and founder of The Planning Group Inc., a planning and consulting firm.

``But, frankly, I don't believe that Soboroff has anywhere near the clout that Riordan had. If he were to win, he would not be able to rally the troops.''

Soboroff finds such criticism off the mark.

``Where have they been during the past eight years? Let's say I would have stayed in Arizona - the Staples Center would be in Inglewood and the Alameda (rail freight) Corridor would not be running,'' Soboroff said.

While he acknowledges the importance of the mayor's support, Soboroff says there are definite distinctions between the two men. Soboroff pledges to have good relations with the City Council, something Riordan has failed to do.

Soboroff also opposes the federal court consent decree mandating reforms in the Los Angeles Police Department, which Riordan has reluctantly endorsed.

Soboroff's transportation plan focuses on basics - such as changing traffic-light systems from timers to demand-based triggers, and banning road construction during rush hours - before tackling regional woes.

Perhaps his most aggressive promise is to break down the nation's second- largest school district into neighborhood-controlled boards, each focused on one or two high schools.

``I'm not tired, I'm not nervous and I'm extremely excited,'' Soboroff said. ``I'm just warming up. Fasten your seat belts.''

STEVE SOBOROFF

Age: 52

Occupation: Real estate business owner

Experience: Adviser to Mayor Richard Riordan since 1993. Served on Harbor Commission and Recreation and Parks Commission

Residence: Pacific Palisades

Money raised: $3.8 million

Family: Married to Patti Soboroff; five children

Education: University of Arizona

CAPTION(S):

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Photo: (color) STEVE SOBOROFF

Box: STEVE SOBOROFF (See text)