Austin is full of beloved, somewhat-quirky local institutions, and Amy’s Ice Creams is a perennial favorite, both for local residents and out-of-town visitors. During SXSW, the location tucked behind Waterloo Records is especially busy, for obvious reasons. The location next to The Continental Club in South Austin probably comes in a close second. The all-natural ice creams are great, but half the fun is watching Amy’s employees do “tricks” with the ice cream as the prepare your order. Amy’s actually sponsors an Ice-Cream Olympics at which its employees compete to see who has the best “tricks”. Amy’s is also famous for using white paper bags as its employment applications. The 6th and Lamar location is also worth a visit during SXSW because of the huge community bulletin board that lists all kinds of official and unofficial music and film events. There’s no better place to get an idea of what’s going on in Austin during the week.