The director of public safety, or his authorized representative, shall notify the applicant of this intention to deny an application for a permit. Service of such notice shall be made personally or by United States mail, first class postage prepaid, addressed to the applicant at the address set forth on the application. The notice shall include the reasons for denial and be accompanied by a statement that the applicant, within ten days from the date of mailing or service of such notice, may appeal such denial to the city manager, and thereafter to the city council, under the procedures outlined in Section 5.48.100. Upon failure to file an appeal within such ten-day period, the action of the director in denying the permit shall be final and conclusive. (Ord. 84-1 § 1, 1984)