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so by conditional use permit. Such application for a �. conditional use permit shall include submittal of a sign concept plan for the entire parcel. In addition to conditional use permit criteria, the basis for approval or denial shall include an evaluation of: (a) necessity of the additional signage, (b) alternatives to additional signage, (c) continuity with signage on adjacent parcels, (d) aesthetic impacts, and (e) perceived effectiveness of proposed signage. (7) Uses that depend on patrons arriving by watercraft may use signs and lighting to convey needed information to the public, subject to the following general standards. (a) No advertising signs or supporting facilities for signs may be placed upon public waters. Signs conveying information or safety messages may be placed in or on public waters by a public authority or a permit issued by the county sheriff. (b) Signs may be placed, when necessary, within the shore impact zone if they are designed and sized to be the minimum necessary to convey needed information. They must only convey the location and name of the establishment and the general types of goods or services available. The signs must not contain other detailed information such as product brands and prices, must not be located higher than 8 feet above the ground, and must not exceed 10 square feet in size. (c) Other outside lighting may be located within the shore impact zone or over public waters if it is used primarily to illuminate potential safety hazards and is shielded or otherwise directed to prevent illumination out across public waters. This does not preclude use of navigational lights. (8) Static LED displays used for advertising the price of gasoline shall be permitted. (a) A total of (5) digits per face may be displayed digitally (b) The height of an LED digit may not exceed sixteen (16) inches