I have been an AMA member for a couple of years now. I'm following in my parents footsteps, as they have both been AMA members for as long as I can remember. In addition to my membership, I also have home and auto insurance with them. I also had passport photos done there once!
Being an AMA member certainly has it's advantages. In addition to roadside assistance - which is one of those services that you hope to never use but when you do, you're forever grateful you had it - AMA also affords you to numerous discounts. From hotels, to car rentals, to travelling and even certain kinds of entertainment. After a while, you become used to asking if there is an AMA discount associated with most services.
One of the biggest advantages of the AMA membership for me is the cheap movie tickets. AMA sells Empire Theatre and Famous Players movie passes to their members. These passes are 20% cheaper than buying direct. That certainly helps, as I love movies.
In Calgary, I have only ever used this location and the location downtown. They have been extremely helpful whenever I have gone. This location is definitely my preferred stop, as the downtown location tends to be busy and stressful. Always friendly faces!