A new banner schedule shall be established each year by January 10th. Banner permit applications from the city and Woodland downtown improvement association shall be received no later than December 1st of the previous year. All applications from the public shall not be accepted prior to the first Wednesday of January (excluding holidays); permits will be issued on a “first come, first served” basis. Banner space shall not be reserved except through the issuance of a banner permit. (Ord. No. 1359, § 4 (part).)