At its meeting at the Riford Library on Wednesday, May 8, the La Jolla Village Merchants Association (LJVMA) announced the results of a study it recently commissioned from five MBA students at San Diego State University on how to attract more tourists to La Jolla.
One result was a shocker. When 300-plus visitors to either the La Jolla Open Aire Farmer’s Market or Ellen Browning Scripps Park were asked if they thought of La Jolla as an arts and culture destination, zero percent said yes.
“That would be a really expensive undertaking for this group to turn around,” said LJVMA secretary Julie Wright, “so we have to work with what we’ve got. The path...