With an atmosphere that's a cross between Rodeo Drive and a Mediterranean village, this seaside community is home to an inordinate number of wealthy folks who could live anywhere. They choose La Jolla, surrounded by the beach, the University of California, San Diego, outstanding restaurants, pricey and traditional shops, and some of the world's best medical facilities. The wise tourist beds down here, taking advantage of the community's attributes without having to buy its high-priced real estate. The name is a compromise between Spanish and American Indian, as is the pronunciation (la-hoy-ya); it has come to mean "the jewel."