John is right, it's glued-on vinyl. So, how do you get it off? Try one of those 'cat whisker' wheels you put in your drill motor. It is aggressive enough to tear through the vinyl, then use solvent for the remaining glue.
Apply new vinyl the same way they did. I would use 'marine vinyl', something that is UV resistant. Jo~Ann Fabrics sells a nice selection and they usually offer a 20% off coupon on their site. CLICK HERE
Looks like you're in luck if you order before Monday nite. (60% off)