SAN MARCOS -- City officials are preparing to launch an advertising blitz to spread the word about a new rooming house ordinance that takes effect Thursday, Aug. 7.

The ordinance, which was created in response to complaints about rowdy tenants, high numbers of parked cars and other problems associated with what some call "mini dorms," limits landlords' ability to lease certain types of homes to multiple tenants.

The marketing campaign is designed to make sure everyone knows about the ordinance and how it works. The campaign's kickoff is timed to coincide with a major influx of students who are expected to descend on this city in the next couple of weeks.

Cal State San Marcos and Palomar College will begin their 2008-2009 school years Aug. 25. Many of the incoming students will lease off-campus homes that are subject to the new ordinance.

As part of the blitz, the university and the college will both be papered with colorful brochures, posters and fliers telling people about the ordinance by the time students arrive.

Students also can expect to see television ads, special pages on the Web sites for both campuses, notices and stories in city and school publications, and promotional goodies promoting the new ordinance.

"We're partnering with Cal State San Marcos and Palomar College to get the message out," city spokeswoman Jenny Peterson said this week. "It's primarily aimed at students living in San Marcos and landlords who rent homes or rooms to students."

The campaign will also target San Marcos residents as a whole, as well as city employees and Cal State San Marcos and Palomar College faculty and staff members who may have to deal with questions about or violations of the ordinance, she said.

The ordinance was drafted by a Student and Neighborhood Relations Commission that the City Council created earlier this year. Approved by the council in July, the ordinance requires condominium and town home owners who lease them to five or more different tenants to apply for rooming house permits that cost nearly $7,200.

The owners of apartment complexes that do not have professional property managers must get the permits as well, or complete a property management training course that has been approved by the city.

The commission is still working out details of how the ordinance will be enforced. However, violators who ignore city warnings or citations could face progressively larger fines, civil lawsuits filed by the city or court orders requested by the city and other legal actions. The city also has the power to pursue criminal charges against those who violate the ordinance, though that part of it will not take effect for a year.

Proponents say the ordinance will protect residential areas whose peace and quiet are disturbed by partying students and other tenants who have no consideration for their neighbors. Although those filing the complaints say Cal State San Marcos or Palomar College students typically cause the problems being cited, city officials have said non-student adults who lease rooms or homes are to blame at least as often.

The ordinance's critics see it as a threat to private property rights and say it will punish otherwise law-abiding citizens reported to the city simply because their properties have more than four tenants, even if the renters cause no problems.

Peterson said the city will spend up to $3,000 on the outreach effort, which will feature a special logo and slogan that have yet to be created. Most of the design work for the campaign will be done "in house," she said, to keep the costs down.

At commission members' suggestion, several different informational brochures will be created, she added.

"The plan is to have three different versions that address specific concerns of each of (the targeted) audiences," said Peterson. "We understand that each group has different concerns and situations."

Contact staff writer Andrea Moss at (760) 739-6654 or amoss@nctimes.com.

SAN MARCOS ROOMING HOUSE ORDINANCE

- Takes effect today

- Requires owners of condominiums and town homes that are leased to five or more tenants to obtain a $7,200 city permit

- Requires owners of apartment complexes with no professional property management to get a permit or complete an approved property management training course