In reviewing the conditional use application, the planning board shall exercise reasonable judgment in approving, denying, or approving with conditions the application, it being recognized that the imposition of conditions or the denial of an application are within the board's authority provided its conclusions are based on findings of fact as applied against the various zoning, planning and design standards set forth in this chapter and the adopted master plan. The board shall review the number of employees, customers or users of the property, that the use will not cause congestion or other unsafe conditions on any street, and shall be satisfied the applicant has complied with all reasonable elements which would affect the public health, welfare, safety, comfort, and convenience such as, but not limited to, the proposed use related to the character of the area, compatibility with other land uses in the area, the environmental impacts on the site and surrounding area, vehicular travel patterns highway access, traffic accident patterns, pedestrian ways, landscaping, lighting, signs, drainage, sewage treatment, potable water supply, utilities, and structural location(s) and orientation(s). Each conditional use shall be considered as an individual case. In all requests for approval of conditional uses, the burden of proof shall be on the applicant.