PASADENA DIVIDED AS NFL VOTE APPROACHES PUBLIC DEBATE HEATS UP ON EVE OF VOTE.

Byline: Billy Witz Staff Writer

In a city known for its stately homes, red roses, and blue blood manners, business is generally done in what is called the Pasadena way.

Public debate may carry a passion that's reflective of a place that values its traditions and history, but it's often managed without raising voices or anyone's hackles. Even the most contentious issues in Pasadena are usually discussed with all the civility of a cocktail party.

Now, however, the white gloves are off.

The topic of whether or not the city should enter into an agreement with the NFL for a $500 million renovation of the Rose Bowl has transformed the political process from gentile to Jerry Springer.

In the weeks heading into Monday night's city council meeting, where a vote on whether to continue discussions with the NFL is expected, there have been angry mailers, threats of lawsuits and promises of a recall.

``It's been years since I've seen this kind of public rancor and ... lack of civility,'' said Nat Read, a public relations consultant who has lived or worked in Pasadena since 1970. ``Pasadena is used to discussing its issues publicly in an open process and a very prolonged process, but it's unusual to have this kind of open hostility. It's not characteristic of Pasadena and not very flattering to Pasadena.''

At the center of the maelstrom is councilman Steve Madison, who - depending on one's increasingly polarized viewpoint - is either an independent thinker concerned with the greater good or a sellout.

Madison represents District 6 in west Pasadena, which includes many of the old moneyed neighborhoods that surround the Rose Bowl. In polls taken by both sides, opposition to the NFL is strongest in Madison's district.

While Madison, who did not return several phone calls this week, has not stated publicly how he'll vote, he was a vocal supporter two years ago when the city began discussions with the NFL.

With Mayor Bill Bogaard and councilmen Sid Tyler and Steve Haderlein expressing their opposition to the NFL, opponents need just one more vote from the eight-person council to squash the project. They're turning their focus on Madison.

Mailers arrived last week at 9,000 homes in west Pasadena, asking ``Is our city councilmember (sic) selling us out?'' and ``Is the NFL worth it? No!'' Similar mailers arrived Thursday in the districts of councilmen Victor Gordo and Paul Little, who are also viewed as swing voters.

The mailers were funded by a pair of neighborhood activist groups, the West Pasadena Residents Association and Save South Orange Grove, an anti-development organization.

The WPRA has also sent letters and made automated phone calls made to District 6 voters, imploring residents to phone or e-mail Madison's office.

Assisting both groups has been Martin Truitt, a local Republican political consultant who has set up a website, recallstevemadison.com.

``It's sort of a lynch mob mentality,'' said councilman Chris Holden, who wants the city to pursue a deal with the NFL. ``It's poor form to blackmail a councilman with recall because they don't get their way. Those who are willing to do that, it's reprehensible. What if the other side does the same thing? It strikes at the heart of democracy. Argue your points on merit. If your points are significant and righteous, they'll carry the day.''

Mike Volger, the executive director of Save South Orange Grove - which was formed to fight for protection of the Ambassador College property - says there's a good reason for all the vitriol.

``We're angry because we've got our elected city representative selling us down the river,'' Volger said. ``Council members often make decisions that are against what constituents want, but when it's so overwhelming and the consequences have such a profound impact ... what you're seeing is residents fighting for their community.''

Said Joan Hearst, past president of the WPRA: ``There are a lot of people who are passionate but didn't have the anger that we have now. Many of us feel betrayed because Steve Madison is not representing our interests.''

Madison, a corporate litigation attorney, will not be swayed by all the pressure, according to a business partner.

``His negotiation style is that he's a good listener,'' said Jeff Fellenzer, president of Innovative Sports Management for whom Madison is counsel. ``He's careful with processing information and isn't somebody who gets easily rattled. I can't imagine someone being better equipped to handle this situation.''

If Madison, Gordo or Little can't be swayed and the council adopts a statement of overriding consideration - the document that states that the benefits of this project outweigh the negative impacts described in the environmental impact report - opponents will not rest.

Pasadena Heritage, a preservation group that has long voiced its opposition to the project, has already retained an attorney and plans to file suit if the measure passes, according to the group's president, Sue Mossman. The WPRA plans to join the lawsuit, Hearst said.

Both organizations have started legal funds with Pasadena Heritage's hitting just over $25,000 through Friday.

Proponents of the proposed project say that a renovated Rose Bowl will free the city of millions in debt service and future improvements, and be a boon to the city coffers with increases in sales, property and construction taxes. A report released by the city Friday estimates the project will net $133.7 million income and savings in the first 25 years of a deal.

``There's a larger universe out there,'' Holden said. ``What these people want is not in line with what's in the best interest of all of Pasadena. It's basically the same people who will say no to anything in the Arroyo Seco. They want it to become their own private gazebo.''

Opponents say the costs are too high - and not just to them.

Increased traffic and decreased access in the arroyo impacts more than nearby residents, they say, noting that it represents 90 percent of the city's park land. In addition to an extra 10 to 12 games each year, the city has agreed to allow the NFL to hold up to 20 events of less than 20,000 people each year.

``I don't like being portrayed as NIMBYs,'' Hearst said of the acronym for Not In My Back Yard. ``The No. 1 issue is that public park land should not be used for private purposes. No. 2 is we don't think that the NFL's billionaire businessmen have the interests of Pasadena at heart. I'm not saying they have bad faith, but they're not going to negotiate in the best interests of the community. We don't need to sell out to the NFL.''

This is a far cry from when the city unveiled its plans to reach a deal with the NFL in April, 2003. Back then it had unanimous support from the council and appreciation from some activists for its willingness to address their concerns. Yet opposition mounted as the city yielded to the NFL on matters such as parking in the arroyo and design of the stadium.

Pasadena has been through its share of hotly debated topics, such as the proposed extension of the 710 Freeway and the preservation of the Ambassador College campuses. None, though, have been as bruising as this one.

``My hope is when the vote is taken, everybody will feel that the process has been open and thoughtful and without an excess element of emotion,'' Bogaard said. ``This is the most intense debate in Pasadena during my six years as mayor, but we are a community that seems to be able to reach conclusions and shake hands.''

A tough task indeed without uncurling their fists.

Billy Witz, [phone]

billy.witz(at)dailynews.com