The King is coming to La Jolla. LeBron James, or “King James” as he is known in basketball circles, is hosting his annual King’s Academy summer basketball camp at the University of California, San Diego beginning today, July 29, through Aug. 2. This is the second consecutive year James has chosen to host his one and only basketball camp of the summer in La Jolla. The beautiful beaches and many leisure activities in the area have attracted campers and their families from near and far. But campers aren’t the only ones who will enjoy the natural beauties and entertainment here. Add one of the most recognizable and more recently most provocative basketball players to the list of visitors who come here to take in the sun and surf. James has two young sons, and he will be using the trip west as both a chance to give back to the game as well as take a good old-fashioned family vacation. “Last year, they went to the zoo, SeaWorld and Legoland,” said camp director Damon Haley. “It’s a little different than Akron.” This time around, James plans to spend two weeks in the area with family in tow. It’s quite likely, however, that James won’t be roughing it like actor Chevy Chase in the comedy classic “Family Vacation” films. James has been a busy man this summer, popping up in a different city every few days amid hoopla, flashing cameras and hordes of hopeful fans. Making highly-publicized stops throughout Ohio, Connecticut, New York and Miami, James will finally reach a destination just about everyone would like to enjoy — La Jolla. Considering James’ immense popularity, it’s not surprising that kids and parents from 37 different states and four countries will gather at UCSD in anticipation of the reigning NBA MVP’s arrival. Although the camp is not cheap and not everyone can afford it — not too mention the limited space — James’ entourage has made an effort to dish out several spots to a lucky select few. “The camp is a commitment he has to the youth,” Haley said. “Last year he ate with the kids in the dorms. He’s a gym rat. He loves being around the fraternity of basketball.” If James can generate this much excitement everywhere he goes and turn Miami into a basketball hotbed, then perhaps he could someday bring an NBA team back to America’s Finest City. For more information about the camp, visit www.lebronjameskingsacademy.com.