I've had a bunch of press passes to events in the past, but I've never experienced this much hospitality.
Porter Novelli is a marketing/PR agency that organized SxSW's press entities.
As a member of the press I've gotten great information, offers to setup interviews, and many VIP party passes. These guys know what they are doing.
Today's press lunch featured Tony Hsieh from Zappos, micro-comic Ben Huh, Guy Kawasaki, and a pink gorilla throwing money bombs in the sky.