Surf Chapel

In some circles, religion has the reputation of being old, dusty, and creaky, but in the American religious marketplace, we see lots of innovation.  One way to innovate is to take a long-known message but repackage it in an appealing way.  We see this Surf Chapel at Pepperdine University.  Students meet early in the morning at Zuma Beach to first listen to Bible passages, then break up into small groups for discussion about life events, and then hit the waves in their wet suits.  Read this L.A. Times article.

Why is this packaging appealing?  Who are the intended "customers?"  Why does the university provide funds to pay for beach permits and a lifeguard?  Why does attendance vary based on the weather?