What is "velveteria"

The Velveteria Epicenter of Art Fighting Cultural Deprivation, or Velveteria (and formerly the Velveteria: The Museum of Velvet Paintings) is a museum located in Los Angeles, California, dedicated to velvet paintings. Originally opened in 2005 in Portland, Oregon, the establishment houses hundreds of paintings from Caren Anderson and Carl Baldwin's personal collection of over 2,000 pieces and is reportedly the only one of its kind. The Velveteria closed in Portland in January 2010 due to financial difficulties and the couple's relocation to Southern California. It was reopened in Chinatown, Los Angeles in 2013.