The City Engineer is authorized to determine the location of passenger and freight curb loading zones. These loading zones shall be marked by one sign which shall read, “LOADING ZONE – NO PARKING,” and the curb area shall be painted yellow for the entire length of the designated loading zone. Any area marked in the manner prescribed in this section shall be used for no other purpose than loading or unloading during the entire 24 hours of each day. No person shall be granted the right, use, or franchise for vehicle parking of any portion of the surface area of any public highway to the exclusion of any other like person. [Code 1970 § 10.60.010; Code 1954 § 8-36.04.]