Permit Required. Except as otherwise provided in this chapter, it will be unlawful for any person to erect, alter or relocate within the City any sign without first obtaining a sign permit and any other permit that may be required. All illuminated signs shall, in addition, be subject to the provisions of the California Building Code, and the permit fees required thereunder.

Public Services Department approval is required in connection with the issuance of all sign permits and master sign plans, pursuant to the provisions of this chapter, except for signs subject to review and approval of the City Council or Planning Commission. The Public Services Department may refer signs or master sign plans to the Planning Commission for review and approval.

Application for Sign Permit. An application for a sign permit shall be made in writing on a form prescribed by the Public Services Department and shall be accompanied by the required fee, in an amount established by City Council Resolution from time to time. The applicant shall submit plans, drawings and other supporting data as determined necessary by the Public Services Department. The Public Services Department shall establish and maintain a submittal requirement checklist for sign permit applications.

Review of Application and Issuance of Permit. Within thirty (30) calendar days of initial submission, the Public Services Department shall determine whether the application contains all the information and items required by this chapter and other applicable laws.

Should the Public Services Department determine after review of an application, that the proposed sign is in compliance with all the requirements of this chapter and all other applicable laws, ordinances and regulations of the City and of the State, the sign permit shall be issued.

Whenever any sign falls entirely within the definitions of one (1) or more type signs, it shall be subject to the provisions of the most restrictive category.

The required fees shall be doubled for any sign erected prior to the securing of a permit when a permit is required, provided that the sign meets all legal requirements.

Appeals. Any person objecting to any denial, suspension or revocation of a permit applied for or held by him pursuant to the provision of this chapter, or to any action taken by any official of the City concerning such permit, may appeal by written request to the Planning Commission as provided in § 36-22.

Variance. When practical difficulties or unnecessary hardships would result from the strict application of the provisions hereof, variances may be granted by the Planning Commission as provided for in § 36-21, after making the appropriate findings contained in § 36-21.5.