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Merchants group explores ways to get more visitors to The Village The sea lion population draws tourists and locals to La Jolla Cove, as seen in this 2016 photo. (File) Print With more and more people seeking outdoor activities during the COVID-19 pandemic, like visiting La Jolla landmarks such as The Cove and the Children’s Pool, the La Jolla Village Merchants Association is looking at how to attract those visitors to local shopping opportunities. “This has been a crazy year … and as bad as it can get for all of us, the ocean is right there, the weather is beautiful. We should be happy to be in this community,” LJVMA President Brett Murphy said during the board’s annual strategic planning meeting Dec. 9 online. ....