Upon the occurrence of two or more false fire alarms at the same premises within a 12 month period, the fire alarm user shall be required to pay the false fire alarm fee established by the city manager for the second and subsequent false alarm at the premises. Notification of each false fire alarm, and/or the notice of the amount of the false alarm fee, shall be sent to the fire alarm user at the address where the fire alarm system is maintained, and shall contain the information required in rules promulgated by the city manager hereunder. The notice shall advise the fire alarm user of the right to appeal the false alarm fee in the manner set forth in section 2.021 of this code. In addition to, or in lieu of the fire false alarm fee or any other penalty, upon the occurrence of the second and subsequent false fire alarm at the premises within a 12 month period, following the procedures of section 2.018 of this code, the city may impose an administrative civil penalty upon the fire alarm user. The fire alarm systems fee schedule may also establish a credit that may be applied to offset all or a portion of a false fire alarm fee for attendance by the fire alarm user at city approved alarm system educational programs.