NOVEL EXPERIMENT CUT STRAIGHT TO THE VOTERS.

Byline: Judy O'Rourke Staff Writer

SANTA CLARITA - When the city was in its infancy, officials tapped into the buzz on the street by convening a group of insiders: barbers and hairdressers.

The idea was that these soldiers on the front lines of public debate and hushed private intrigue could enlighten leaders of the 4-year-old municipality about what city issues most concerned their clients.

``We feel they talk to 20 to 30 people a day,'' said Gail Ortiz, the city's spokeswoman. Invitations were sent to about 75 salons and barber shops for a city-sponsored luncheon held May 13, 1991. About 50 people attended and many spoke out, said current City Manager Ken Pulskamp. Pulskamp, who was assistant city manager at the time, hosted the event.

``It was an interesting experiment,'' he said. ``It was a fun group. There was a lot of spirited exchange. I think it probably demonstrates the extremes the city of Santa Clarita will go to to seek out public opinion.''

A youthful-looking Pulskamp warmed up the crowd, cracking jokes about his baldness.

Prevailing wisdom held that hairdressers' ears could be privy to more honest talk than officials'. Local leaders wanted to know what the city was doing or not doing that affected people, Pulskamp said. The hairdressers' comments about recreation issues and traffic growth reflected what he was hearing from the community at large, Pulskamp said.

``They said their clients were saying there are not enough things for kids to do,'' Ortiz said. So the city's Economic Development Department pursued Mountasia Family Fun Center, the entertainment complex on Soledad Canyon Road, which opened in 1995. Information gleaned from the summit was to be presented to the Santa Clarita City Council, but no report was prepared. About 120,000 people lived in the city 14 years ago. Today, about 170,000 people live in the city proper and about 270,000 live in the entire Santa Clarita Valley.

A few of the luncheon's attendees said burning issues from 1991 are still pressing today - some even more so.

``Traffic was their main concern,'' said Sid Molina, owner of Sid's Hair Salon in Newhall. San Fernando Road had been widened and people were unhappy with the volume of traffic.

His patrons today talk about the proliferation of Wal-Mart stores. Some people are happy, but small-business owners worry that the superstores will poach their customers. Another hot topic is how a Vallarta supermarket - proposed for the vacated Albertsons a few blocks down on Lyons Avenue - has been a lightning rod in the community.

``They're all for it,'' Molina said of his customers. And they can't believe the reaction of many people who say the Latino-products market will downgrade the area, he said.

Margarita Hutchins, owner of Margarita and Co. in Newhall, said she commended the city for installing landscaped dividers in Canyon Country. A stylist from her salon joined her at the luncheon.

Today, patrons agonize about traffic congestion. ``I think that's the big buzz, the city and the road situation,'' she said. ``I remember coming to work and it taking five to 10 minutes. Now it could take up to 30 minutes for me to go four miles.'' Hutchins lives in Canyon Country.

Customers who patronize Laura Jicha's Kids Cuts and Waves in Newhall echo Hutchins.

``They complain they can't even get from Canyon Country to here in a decent amount of time, when before, they could,'' Jicha said. ``It's interesting they were complaining about congestion then. It's funny they have the same complaints.''

Other clients voice concern about the gang presence in Newhall, telling her they believe sheriff's deputies response is less than it would be in some other parts of the valley.

In 1991, customers were concerned there were not enough schools or restaurants in the area.

The outreach effort was not only a hit with the hairdressers. A national city-county marketing organization, 3CMA, gave Santa Clarita a first-place award in 1993 for ``most creative campaign with least dollars spent'' for the concept, Ortiz said.

Asked whether it is time for another luncheon, Pulskamp said the lines of communication are open much wider and the forum is not necessary. Today, a Web site gives residents a peek inside City Hall and offers armchair visitors a chance to ask questions and comment on many issues. Pulskamp said more than 3,000 people commented on the city's 2004 Big Picture strategic plan.

Judy O'Rourke, [phone]

judy.orourke(at)dailynews.com

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Photo:

(color) Sid Molina of Sid's Hair Salon was one of the original stylists the city asked to collect comments about city issues.

David Crane/Staff Photographer