From the ordinance
The site plan review permit process is established to meet certain community goals that include the following: To ensure that the highest quality of land planning is incorporated into development projects; To ensure that new projects are compatible with existing neighborhoods in terms mass, scale and functionality; To ensure that development occurs with due regard to environmental factors; To provide for public improvements necessitated by the development; and To promote orderly, attractive and harmonious development, and promote the general welfare by preventing the establishment of uses or erection of structures that are not properly related to or that would adversely impact their sites, surroundings, traffic circulation or environmental setting.