The Board may revoke or suspend a license or impose a fine on a license holder who violates this article. In lieu of suspension, the Board may impose a fine not exceeding $2,500, which shall be paid into the general fund of the county. In deciding whether to fine a license holder or suspend the license, the Board shall consider whether: the public welfare and morals would be impaired by allowing the license holder to operate during the suspension period; and the payment of the fine will achieve the desired disciplinary purposes.