I do not think any businesses do things for no good reason. Promotional activities such as organized rides, free advice and etc add value to the basic value proposition. Apple does a similar thing with the Genius Bar. Customers can get advice, help and some service for free by stopping into a store. I find that valuable and convenient and use Apple equipment even though Apple costs more than the commoditized PC computers and Android phones. Apple and some LBS offer lifestyle value propositions which many customers find valuable and are willing to pay a premium to get.