Or it's like this... they're a new school, they want to attract rich kids to come to the school. So they set up a nice location on Miami Beach, and they have a football program to attract rich kids from the Northeast who want to go to a party school, go to the beach, and go to football games.
They can have a palm tree and a picture of a running back on the brochures they send out to kids.
We've all seen that story before....