No person, party, firm, or corporation shall operate a Public Swimming Pool, as defined in SPS 390 and ATCP 76, Wisconsin Administrative Code, without first obtaining a license therefor from the Division, nor shall operate contrary to the terms and conditions of this ordinance or SPS 390 and ATCP 76 of the Wisconsin Administrative Code, which are incorporated herein by reference and made a part of this Ordinance as if fully set forth herein. [Code § 16.09-1.]