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(2) (e) The visual environment and character of the city are important factors in the city's economic well -being because they influence Portsmouth's appearance and land values. (f) The visual environment and character of the city, as well as the orderly flow of traffic and safety of travel, are diminished when visual clutter results and the vision of motorists, bicyclists, and pedestrians is obstructed by the unrestricted proliferation and placement of signs, or from the improper maintenance of signs. (g) Regulation of the size, height, number, and spacing of signs throughout the city is necessary to protect the public safety, to assure compatibility of signs with surrounding land uses, to enhance the business and economy of the city, to protect the public investment in the streets and highways, to maintain the tranquil environment of residential areas, to promote industry and commerce, to eliminate visual clutter and blight, to provide an aesthetically appealing environment, to provide ample, meaningful opportunities for persons who desire to display information by means of a sign to have their information seen and understood, and to provide for the orderly and reasonable display of advertising and other messages for the benefit of all persons in the city. (h) For these reasons, the needs of individual citizens, property owners, and businesses to convey their commercial and noncommercial messages must be balanced against the goals of the city to ensure the safety of its roads and pedestrian-ways, maintain its desired character, and preserve and enhance the property values of property owners and businesses. The provisions of this Sec. 40.1 -5.11 do not entirely eliminate all of the harm that may be created by the installation and display of signs. Instead, they strike an appropriate balance that preserves ample channels of communication by means of visual display while still reducing and mitigating the extent of the harm caused by signs. (i) The provisions of this Sec. 40.1 -5.11 do not apply to every form and instance of visual speech that may be displayed within the city. They are intended to regulate those forms and instances that are most likely to meaningfully affect one or more of the purposes set forth below. (j) The provisions of this Sec. 40.1-5.11 are neither intended nor designed to restrict or control signs for the purpose of promoting or stifling any messages and content that might appear on them. Purpose The purpose of this Sec. 40.I -5.11 is to: (a) Promote and protect the public health, safety, and welfare of those within the city; (b) Promote the efficient use of signs as a means of communication; (c) Ensure that the right to free speech is protected; (d) Maintain and enhance a visual environment that allows the city to attract sources of economic development and supports the economic well -being of the city's businesses; A -2