Did you try a home improvement store?

Maybe one of these?

https://www.google.com/?gws_rd=ssl#tbm=shop&q=wood+grain+shelf+paper

Tuned in as I'd like to know as well.

this was the stuff that I purchased off of amazon last year for my cftbl (which is no longer available)
http://www.amazon.com/gp/product/B000PHG9CG/ref=oh_aui_detailpage_o07_s00

I'd like to find something like what you've shown for my joust (sys 7), but haven't found anything remotely close to that gray/silver ash like williams used to use.

edit:
does this look pretty close?
oak santana.jpg
http://www.amazon.com/DC-Fix-346-0589-Adhesive-Santana/dp/B0081QHOM2/ref=pd_sim_sbs_hg_3

Something similar to this, perhaps (used for covering speaker cabinets):
http://www.parts-express.com/band-it-maple-veneer-24-x-96-paper-backed--260-042

They've got a few different wood-grains and colors (maple, red-oak, birch), but I'm not sure which would be the closest match. I've used something similar but in black, and it does hold up well in a pinball machine, provided you take care in installing it (ensure you start with a clean, smooth wood surface, and pull the material tight so that you don't get air bubbles or wrinkles).

I'm not sure this would work for your situation, but I fixed one that only had a small tear by carefully re-laminating it with clear packing tape - the good, crystal-clear Manco stuff. This would also work when portions of the vinyl are peeling, but still there. The clear tape keeps the original vinyl pressed down and functions almost like mylar. Make sure to wrap it all the way around the wood (you'll have to remove the piece first). Installed in the game I'd dare anyone to tell the difference.

Also, on mine the vinyl wrapped around both sides even though one was hidden, so you might be able to flip it around.

Make a new rail from real wood and finish it might be another option.

Parts Express used to sell a vinyl material that was an exact match; I have most of a roll left over from the one time I tried to use it. The problem is that it is nearly impossible to get a "tight" fit of the vinyl over the wooden rail, and no matter what methods I tried I could never achieve a satisfactory result. I wonder if perhaps the original material was heated slightly to stretch it over the wood, and it would tighten up when cooled.

I can look for a part number/brand on the roll, or if you're really set on the stuff send me a PM and I'll see how much I have left and how much it would cost to ship.

if you're going to sell it to solarvalue, please post the part number/brand here as well

The original material seems to be a lot more durable than the 'contact' self adhesive stuff we can get locally here (Aus).

When I was looking at this a while back, it almost seems as if the original material was heated on to make it shrink slightly...

The vinyl material I have was sold by Parts Express; the part number was 261-610, and the description was "black ash vinyl laminate". The order confirmation showed it as Dayton VL218-BA (Dayton Audio seems to be an in-house brand of Parts Express). Unfortunately, Parts Express shows it as discontinued, with no direct substitute. The only manufacturer making I can find is on the backing sheet: "ORFLEX" with some Chinese characters next to that, but no part or model number.

Decals can certainly be easier to deal with if they are warm. Either put them in the sun to heat up or use a hair dryer.

would swapping out the entire rail help SV? I have a couple of stray pieces .. I'll have a closer look what condition they are in on monday. They used to be on a laser ball.

Talk to TaylorVA and maybe he could make you a nice set of real wood ones.

https://pinside.com/pinball/forum/topic/oak-replacement-playfield-rails-wh2o-and-taf-ready-to-ship-or-york