A. Provide flexibility and encourage variety in signage, and create an incentive to relate signage to the basic principles of good design;

B. Assure that the benefits derived from the expenditure of public funds for the improvement and beautification of streets, sidewalks, public parks, public rights-of-way, and other public places and spaces, are protected by exercising reasonable controls over the physical characteristics and structural design of signs;

C. Improve the visual environment for the citizens and residents of, and visitors to the City;

D. Protect prominent viewsheds within the community;

E. Provide recovery mechanisms for the costs of administering this chapter. (Ord. 2924 § 2, 2003).