Unless otherwise provided in this Code, an application for renewal of a license shall be considered in the same manner as an original application. Should an application for a new license or a renewal of an existing license be denied by the City, the denied applicant may utilize the procedure set forth in Section 3.13 of this Article as an appellate process by filing with the City Clerk a written request for a hearing before the City Council. Such request must be served upon the City Clerk within ten (10) days of the applicants receipt of the denial notice.