In the 1950s the group leading the charge was Independent La Jolla, in the 1960s it was La Jolla Inc., in the 1990s it was Incorporate La Jolla and in the 2000s it was Independent La Jolla once again. Advocates with the Association for the City of La Jolla tend to focus on the fiscal reasons they believe La Jolla should separate. “La Jollans really, truly have always I think, in their heart, thought that La Jolla is its own city,” Wilson told me.