Touting wide-ranging agenda, questions face new Hahn aide.

Renata Simril. L.A. Mayor James Hahn's new deputy for economic development, has an ambitious agenda: boosting city contracts for small business, spurring growth industries and smoothing the way for businesses to expand and grow.

But the 35-year-old Simril's biggest challenge could involve quelling skepticism in the business community that she is qualified for the job.

"We would like to have seen the position become far more visible and wield far more influence than it has until now under Mayor Hahn," said Fred Gaines, chairman of the Valley Industry and Commerce Association.

Instead, Hahn chose Simril, whose career includes stints at Genesis L.A., the non-profit economic development entity started by former Mayor Richard Riordan, the L.A. Community Redevelopment Agency, and as a redevelopment aide to former City Councilman Mark Ridley-Thomas.

"Instead of a Peter Ueberroth-type, we have who?" one business leader said shortly after the Oct. 22 announcement.

Many saw the appointment as part of a continuing pattern of de-emphasizing business development in favor of a stronger focus on housing. In tight budget times, when city officials are talking about layoffs and increasing taxes to boost revenues, business initiatives may get short shrift. Hahn has made no secret that the top priority for the remainder of his fast term is to increase the size of the city's police force.

Simril describes herself as a hard working "straight shooter who is all about achieving results." An L.A.-native who has spent several years working in the local redevelopment community, she said, "This is a big city with economic challenges but huge economic potential."

Simril replaced Jonathan Kevles, now with the L.A. Community Redevelopment Agency.

Indeed, Simril has supporters among local business leaders for being a steadfast advocate for economic development.

"When she gets a hold of an issue or project, she really bird-dogs it and follows through," said Ilse Metcheck, executive director of the California Fashion Association, who worked with Simril on the proposed expansion of the Cisco Brothers furniture plant in South Los Angeles.

Simril's first tests are likely to involve three proposals that would place mandates on developers. They include set-asides for affordable housing and requirements that developers of major projects detail impacts on local pay scales and the mix of businesses in an area.

A progressive block on the City Council, aligned with advocates for affordable housing and "living wages," has been pushing these mandates. Local business groups oppose them, saying they prefer a mix of voluntary measures and city incentives to accomplish the same ends.

Hahn has yet to take a formal position on the affordable housing set-aside measure, but late last week he said he was concerned that the proposal for community impact reports would add red tape to the development process. Simril, with her experience in redevelopment, is likely to be a key figure in the debate.

The other issue she will confront is the long-running attempt to reform the city's cumbersome business tax. In the eyes of local business leaders, this is the main deterrent to doing business in Los Angeles.

Riordan first proposed a radical restructuring of the business tax six years ago. In early 1999, the Council shot down his plan. Since then, both he and Hahn have been able to push through changes at the margins, but a complete overhaul has eluded them.

By the end of the year, an advisory commission is expected to release its recommendations for a tax on businesses to replace the current gross receipts tax.

In an interview last week, Simril laid out her own goals for the remaining two years of Hahn's term. Topping the fist is increasing contracting opportunities for small businesses.

"Instead of going out and putting all our resources into attracting large companies, let's look at city departments and see what contract opportunities we can create," she said. "We need to see if there is a more streamlined approach we can take."

Longer term, Simril said she wants to focus on boosting growth industries like high-end and custom-order and design-quality furniture, and not just the familiar ones like biotech.

Simril also wants to streamline the issuance of development permits. "There has been some improvement here, but developers need more certainty in the time frames as they move forward with projects," she said.

But in keeping with Hahn's new focus on housing, Simril said part of her job would be to help build more affordable housing units.

"Other administrations may not have had the right focus by concentrating exclusively on business development," she said. "Housing is a huge factor in the decision of businesses to locate and expand here and we have neglected it for too long."