Public notice and hearing. Before any use, structure or improvement within the public right-of-way, there shall be a public notice and hearing thereon as provided by law. Such hearing shall be held by the Common Council. In addition to the public notice of a hearing as advertised by the Clerk/Chamberlain, notice shall be given by the property owner, in writing, by certified mail, return receipt requested, to all property owners of the land immediately adjacent extending 100 feet therefrom and the land directly opposite thereto extending 100 feet from the street frontage of such opposite land, as said property owners and addresses appear on the latest completed assessment roll of the City.