NORDSTROM CAMPAIGN WIDENS; DEVELOPER LAUNCHES LETTERS TO SWAY RESIDENTS.

Byline: Patricia Farrell Aidem Daily News Staff Writer

The second phase of a campaign to lure Nordstrom to Valencia with a $20 million taxpayer incentive is under way, with The Newhall Land and Farming Company orchestrating a letter-writing campaign among supporters.

Newhall Land has mailed form letters to 3,500 residents who responded favorably to the developer's initial public relations effort seeking support for drawing the high-end retailer to the Valencia Town Center.

In the letter, addressed ``Dear Neighbors'' and signed by Marlee Lauffer, Newhall Land's vice president of corporate communications, the company urges residents to write letters of support for Nordstrom to local newspapers and City Hall.

``Please take a moment,'' Lauffer wrote to spur residents to demonstrate their support for the plan, noting ``those opposing the plan have been more active in directly contacting the city than supporters.''

In an interview, Lauffer said the letter was designed in part to balance a wave of negative comments received by city officials.

``What we did was we responded back to the folks that had written to us - who sent in cards or called and were supportive of it,'' Lauffer said. ``We sent a letter back thanking them for their responses and encouraging them to write to the city and local media because a lot of the positive responses came to us and a lot of the negatives came to the city and newspapers.''

The controversy is over Newhall Land's proposal that the city waive more than $700,000 in permit fees and satisfy Seattle-based Nordstrom's demand for a $20 million cash incentive to locate in the Town Center.

Newhall Land, which would spend $12 million on construction at the mall for Nordstrom, has proposed fronting the incentive, and the city repaying it over 20 years from sales tax revenue generated by the new department store and the other mall tenants it would attract.

Lauffer's letter likened the incentive plan to a large-scale version of the city's agreement to return sales tax revenue to Price Club (now Costco) and Home Depot when those stores located in Canyon Country.

But Barbara Boswell, accounting manager for the city, said the situations are different. The two warehouse stores completed road improvements not required for their development, and the city agreed to repay them by allowing them to keep a portion of sales tax revenue the stores generated. Home Depot paid $690,000 for city projects; Price Club, $2.56 million.

Nevertheless, most of the two dozen or so Nordstrom letters received by the Daily News were in support of bringing the department store, though the majority of supporters did not mention the incentive proposal.

``I have lived in Santa Clarita for approximately 4-1/2 years now and continue to do my shopping in the Glendale/Burbank area,'' wrote Suzzane Kelleher-Duckett of Canyon Country. ``Santa Clarita needs stores that suit its new and growing population. It would be nice if residents did not have to travel so far to shop and were able to spend our money locally.''

``I feel that a department store of the quality of Nordstrom is badly needed in this valley,'' wrote Helen Griffith. ``Nordstrom offers more upscale clothing and they are very service oriented.''

And there were letters from those who supported the plan until they learned details of the incentive proposal.

``We wish to let you know that we do NOT support the expenditure of city funds to entice Nordstrom department store to move to the Valencia mall,'' wrote Harold and Sandra Vellins of Canyon Country. ``If Nordstrom wishes to construct a store here in Santa Clarita, they may do so at their own expense. No one gave us any tax breaks when we purchased our two houses in Santa Clarita.''

``I am a FORMER supporter of the Nordstrom deal proposal,'' wrote Janice Hudson of Sand Canyon. ``I no longer feel that the cost is worth having a Nordstrom store in our valley. If they do not feel they can prosper here on their own merit, then let them go elsewhere.''

In her letter, Brianne Chierighino of Valencia urged support, saying she shopped outside the area to find higher-end stores. But in an interview, she said the proposed incentive package left a bad taste.

``I think it's ridiculous, but if that's what it's going to take, it beats going to Burbank or Westwood to shop,'' she said. ``I think it's pathetic that Nordstrom wants to charge that.''

There also were letters urging compromise.

``A formula can be structured which makes sense for everyone and that should be strived for,'' Jeffrey J. Eisenberg of Saugus wrote. ``Bringing Nordstrom here is essential to our growth and identity.''