No person, party, firm or corporation shall operate a Hotel, Motel, or Tourist Rooming House, as defined in ATCP 72 of the Wisconsin Administrative Code, without first obtaining a license therefor from the Division, nor operate contrary to the terms and conditions of this Ordinance or ATCP 72 of the Wisconsin Administrative code, which is incorporated herein by reference and made a part of this Ordinance as is fully set forth herein. [Code § 16.07-1.]