It shall be the duty of every applicant for an alcoholic liquor license, whose application is pending before the council, to appear before the council personally (if a partnership, at least one of the partners; and if a corporation, at least one managing officer thereof) on the date of the hearing upon the propriety of granting or recommending such license, provided for by §53-134, R.R.S. 1943, of said Liquor Control Act, to answer such questions as may be asked him or her in determining the facts required by law and this chapter, concerning the propriety of granting such license, and a failure to so appear without reasonable excuse, shall be grounds for denying such application. Such applicant may at said hearing present evidence, other than his or her own testimony, which shall be considered by the council in determining the propriety of recommending approval of such license. In adopting any recommendation for approval of such license, the council may require certain conditions to be effected to ensure that the applicant performs in conformance with applicant's representations and to protect the public health, safety, and welfare.