RIORDAN RECEIVES ENDORSEMENT OF 30 TOP AFRICAN-AMERICAN LEADERS.

Byline: Rick Orlov Daily News Staff Writer

As he prepares for his re-election campaign, Mayor Richard Riordan picked up the endorsement Wednesday of 30 key African-American elected officials, community leaders and businessmen, including Magic Johnson.

``This is something that is deeply gratifying,'' Riordan said in a statement. ``We have been working to develop a close working relationship over the past four years in the African-American community and I look forward to continuing that over the next four years.''

The endorsements are seen as a major step for Riordan, who in 1993 drew only 15 percent of the African-American vote, as he attempts to dominate next year's race by scaring off potential opponents.

State Sen. Tom Hayden, D-Los Angeles, who has taken out papers to run against Riordan, did not return telephone calls.

However, Councilman Nate Holden, who described himself as having a 50-50 chance of challenging Riordan, downplayed the endorsements.

``They did this now because there are no other candidates in the race,'' Holden said. ``Let's see what happens next year if there is someone else in the race or as other issues develop.''

Holden said one of those issues could be Police Chief Willie L. Williams and whether he will be appointed to another five-year term as head of the Los Angeles Police Department.

``The African-American community will not be fooled,'' Holden said. ``They'll be looking at these people and demand to know if they still support the man (Riordan) who is trying to get rid of the chief.''

Riordan and Williams have had a difficult relationship over the past three years, with the mayor once seeking to discipline the chief over an inquiry into Williams' trips to Las Vegas.

Democratic political consultant Joe Cerrell, however, said Riordan was taking the correct political steps.

``I tell candidates they need to have money and they need endorsements,'' Cerrell said. ``With these endorsements, he's telling credible candidates not to bother getting in the race.''

In addition to Johnson, other endorsers includes Supervisor Yvonne Brathwaite Burke, Rep. Julian Dixon, state Sen. Teresa Hughes and Assemblyman Kevin Murray. He also picked up the backing of the Rev. Cecil Murray and businessman Danny Bakewell, who also heads the Brotherhood Crusade.

Others include L.A. Marathon chief Bill Burke, school board member Barbara Boudreaux, John Mack of the Urban League and a number of ministers and religious leaders.

Riordan political adviser Bill Wardlaw said the endorsements were the result of work the mayor has done in the inner city.

``It's a tribute to his accomplishments for the city and South Central Los Angeles,'' Wardlaw said. ``It really is an extraordinary tribute to him and what he's done.''

Riordan, a Republican, has made inroads to the traditionally Democratic community as he prepares for his re-election.

Earlier this week, he received the backing of the food and hotel workers, the biggest private union in the city. Last month, he was honored by a group of Democratic women activists at a West Los Angeles luncheon.

Councilman Mark Ridley-Thomas said he saw the endorsements as an effort to change Riordan's image.

``They want to rescue the impression that he is not the mayor for the whole city,'' Ridley-Thomas said. ``The real challenge will be whether or not in April the voters mirror those endorsements.''

Political analyst Fred MacFarlane, who worked for former Mayor Tom Bradley, said the endorsements could play an important role.

``I think most black voters will view this as an impressive array of support,'' MacFarlane said. ``The big question is how do these endorsements counter-balance against the perception of the black community that he hasn't delivered on essential things.''

However, Riordan's campaign said he hasn't received enough credit for increasing policing, adding buses, the formation of the Community Development Bank and helping Johnson with the opening of his theaters.