Upon the filing of such application with the Board of Adjustment and receipt of the advisory opinion from the Planning Board, as required by Subsection 34-9.2, the Board of Adjustment shall fix a date and place for a public hearing to be held on such application and notices thereof shall be given by the Board and the applicant in the manner described in Chapter 31, Section 31-2. The Board in each case shall consider the advisory opinion of the Planning Board, the size, character and nature of the proposed use, the surrounding open areas, the street capacity and use, parking areas and traffic flow, and similar factors to determine whether the public health, safety, comfort, convenience and welfare will be safeguarded and the general character of the neighborhood preserved. The Board of Adjustment shall take action within 90 days of the submission of the application. Upon failure to so act within the required time, the application shall be deemed denied.