RICHARD ALARCON: COUNCILMAN CAMPAIGNS TO HAVE STATEWIDE VOICE.

Byline: Yvette Cabrera Daily News Staff Writer

Four years ago, he was the underdog in his first bid for political office.

Today, City Councilman Richard Alarcon is being described as a top contender for what could become a heated and costly state Senate race.

Alarcon, who represents the council's 7th District comprising the northeast San Fernando Valley, confirmed he is seeking the 20th District Senate seat held by Democrat Herschel Rosenthal, who may be pushed out of office by term limits.

The Democratic primary would pit him against former Assembly minority leader Richard Katz in a race being closely watched by political circles.

``I think it's going to be a fascinating, fascinating race,'' said Richard Lichtenstein, public affairs consultant and president of Marathon Communications. ``I think they are both very substantive individuals.''

Alarcon's candidacy has been gaining steam with his appointment to several city and county posts, which analysts say put the councilman in a prime position to increase his visibility and gain political support.

``Richard Alarcon is continually on the move as I've noticed, enlarging, enhancing his political base,'' said Joe Cerrell, a Los Angeles political consultant. ``He started out as (former Mayor Tom) Bradley's staffer, and now he's like a blanket all over the place - and I mean that in a complimentary way.''

Just last month, Alarcon was appointed to the South Coast Air Quality Management District board and as of Aug. 25 will assume his new council committee assignments as chairman of transportation, vice chairman of environmental quality and waste management, and member of the public safety committee.

The AQMD board appointment ``puts him in increased contact with people who make campaign contributions,'' said Cerrell. ``Becoming chair of the transportation committee is another opportunity for him to make friends among the political donors.''

According to Alarcon, the committee assignments have little to do with his interest in running for Senate, but he says the local issues he addresses on the council fit well into a statewide agenda.

``Basically, you see a reflection of an agenda I might forge as a state senator in my new committees,'' said Alarcon.

As a senator, Alarcon said he would have a greater ability to make legislative changes on statewide issues such as education, transportation, air quality and public safety.

``As a City Council member I am very limited in the things I can do in education, for instance,'' said Alarcon, who is also concerned with disenfranchised residents in his council district, which covers many of the same communities in Rosenthal's senate district.

``The Senate seat gives me the opportunity to, in broad ways, bring the citizens back into the process, back into taking care of their neighborhoods,'' said Alarcon.

Though neither Alarcon nor Katz can file for the primary until January, the race for endorsements is well under way, said Lichtenstein, who points out that Katz has already upstaged Alarcon by getting the endorsements of council members Laura Chick and Mike Feuer.

``Obviously, if Laura Chick and Mike Feuer think Katz is superior and they are people who work day in and day out with Alarcon, it's a real negative for Alarcon,'' said Lichtenstein.

Alarcon, on the other hand, has beaten Katz to two key endorsements - state Sen. Richard Polanco, D-Los Angeles, and Mayor Richard Riordan, said Lichtenstein.

``The Polanco endorsement is key to securing financial resources, as well as to the troops from Latino organizations who walk the precincts,'' said Lichtenstein. ``With Riordan, here you have a white, male registered Republican endorsing Alarcon. It gives tremendous credibility in terms of the constituency in the Valley supportive to the Riordan administration.''

In a phone interview, Polanco described Alarcon as a strong candidate, but emphasized his candidacy was not part of a larger plan to increase the number of Latino legislators.

``This is part of a plan of getting the best candidate into the Senate, and he happens to fit that shoe,'' Polanco said. ``(Alarcon) is a consensus builder, has a real sensitivity of the community's needs and is an individual who can represent the interests of all the constituents there.''

Alarcon's work on transportation issues, as well as his success in bringing retail and commercial development to the former GM Plant in Van Nuys, has brought Riordan's support, said the mayor's spokeswoman, Noelia Rodriguez.

``Richard Alarcon is the kind of leader who rolls up his sleeves and gets things done,'' said Rodriguez.

Bus and rail safety have been top priorities for Alarcon, an alternate on the MTA and Southern California Regional Rail Authority boards.

Though Katz may have more legislative experience under his belt and has very loyal supporters, he has also, by virtue his longevity in politics, crossed a number of people, said Lichtenstein.

``Alarcon has not amassed the number of years as Katz as an officeholder, but he is part of a new generation of folks who have begun to develop power bases and constituency support groups in the Valley,'' said Lichtenstein.

Cerrell, who oversaw Lyle Hall's unsuccessful attempt to win a city council seat against Alarcon in 1993, points out Alarcon's other strength: the ability to come out from behind.

``Lyle Hall was not only the front-runner, but far and away the front-runner,'' said Cerrell, whose candidate lost by a 234-vote margin.

CAPTION(S):

Photo

Photo: Councilman Richard Alarcon of Pacoima represents Los Angeles' 7th District.

John McCoy/Daily News