Inside Australia’s first social enterprise hotel

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Staying in Australia’s first social enterprise hotel teaches the true value of a good night’s sleep.

Details

Change Overnight
25 York Street
Launceston, Tasmania

The back story

In a cosy loft room of a repurposed central-Launceston warehouse, I wake from one of the soundest sleeps I’ve had in a long time. Not just because the city’s newest boutique hotel is flash and has all the creature comforts, but because I know my stay has had a positive impact on the outside world.

 

Like buying your toilet paper from Who Gives a Crap (it donates half its profits to help build toilets where they’re most needed) or purchasing TOMS shoes (every pair of shoes bought equals a new pair for a child in need), you can now choose to stay in a social enterprise hotel. It’s called Change Overnight and is the only one of its kind in Australia, and apparently one of only two in the world.
Every night at Change supports one of eight causes. When I made my booking I picked Be Her Freedom – a not-for-profit organisation dedicated to ending human trafficking.

 

This 18-room hotel officially opened in June 2019. It is the brainchild of young Tasmanian entrepreneurs Tara Howell, of award-winning Blue Derby Pods Ride, and Sam Haberle of S. Group. After teaming up with like-minded locals Toby Wilkin and Marcel Anstie, the idea quickly progressed from conceptual to concrete. Collectively, these four are a social capitalist force to be reckoned with.

The main room of the social enterprise hotel’s three-bedroom penthouse

First impressions

Like the city of Launceston, Change Overnight doesn’t look like much from a distance, but its appeal increases with proximity. I arrive late on a winter’s afternoon only a few days after the official launch. The building’s exterior and entrance are understated. Inside, along a subdued hallway – symbolic of the blinkers we wear to the world’s problems or perhaps our sense of helplessness in the face of so many – are lettered doors. I’m in F: a one-bedroom, two-storey apartment.

 

Behind each door is a far brighter and more positive space, decorated with a dynamic hand-painted mural and OZ Design furniture. Striking outdoor seating areas have been created using the building’s original exterior walls, minus the windows and roof. Views from this low-rise building take in the underrated city’s retro skyline and heritage homes.

A penthouse bedroom

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The property

Operations manager Anna Gibson, who has been integral to the hotel’s interior design, shows me around. The three-bedroom penthouse is particularly appealing. Afternoon sun streams through a wall of windows in the main room onto the comfy chairs and couches, linen throws and cowhide floor coverings. ‘Thanks for being a life changer’ is stencilled on a door.

 

Change is a self-check-in hotel with state-of-the-art keyless access. Apartments are self-contained but you can choose to have your towels refreshed daily instead of every few days. “It’s literally like Airbnb but a hotel version," explains Anna. And all sorts of people have already booked to stay, she tells me, including footy fans, corporate groups, solo travellers, couples, families. “There’s no reason you wouldn’t choose us. Our price is competitive, our product’s amazing," says Tara Howell. Every apartment has a washing machine, well-equipped kitchen, Ultimate Ears speaker, free wi-fi, TV, air-conditioner, hair dryer, iron and ironing board, free undercover parking. Most apartments have views and the hotel is just off Launceston’s cafe strip of George Street.

A spacious living area

Change’s eight causes – six chosen by the team and two voted on by the public – range from local to international. “We are unapologetically global," says Tara, “because we want people to think of their community as not just their backyard." At this stage the plan is to support different causes each year.

 

All murals are by Launceston-based street artist Patrick Camino, who’s been inspired by photojournalistic images of people from around the world. One face that particularly resonated with him was that of a man from India he’s since painted on a penthouse wall: “he’s thankful. I really wanted to capture that". Patrick loves the concept of the hotel. “There’s one thing that’s always interested me," he says. “Being distinctive."

 

Yet the Change team hopes their concept catches on and, eventually, people worldwide will book accommodation based on reasons beyond just amenities, location and price – so that everyone everywhere gets a better night’s sleep.

The main room and outdoor area of a two-bed apartment

The causes

Causes for Change you can support by checking in…

Act for Kids

A night funds one therapeutic session for a child or family who has experienced abuse.

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Be Her Freedom

A night will provide a welcome pack to a survivor of human trafficking upon entering an A21 Campaign shelter.

Beyond Blue

A night funds a phone call to a youth in need of mental health assistance.

Freedom Center

A night supports one child through a short-term education program in India.

The Good Shepherd Agricultural Mission

A night provides 210 breakfasts for children in an orphanage in Banbasa, India.

Tasmanian Land Conservancy

A night purchases and protects approximately 10 square metres of land in Tasmania.

The Unconquered Project

A night funds the production of 80 packs of sanitary pads and their distribution within India.

Victory School of Hope

A night funds one child’s term of education and school supplies at this Port Vila, Vanuatu, school.

Read our ultimate travel guide to Launceston for more tips, guides and itineraries.

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Elspeth Callender
Elspeth Callender (she/they) seriously considered being a fiction writer until she began travelling and realised nothing is more fascinating than real people’s true stories. Now based in lutruwita/Tasmania, which is palawa Country, Elspeth is as dedicated to writing about the island she considers home as she is to places beyond its shores.
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What to expect from the Tamar Valley’s newly renovated cellar door

    Angela Saurine Angela Saurine
    Overlooking the winding Tamar River, the Tamar Ridge & PIRIE Cellar Door is where two of Tasmania’s most acclaimed wine labels come together. Sip award-winning cool-climate wines and world-class sparkling while soaking up the vineyard views in one spectacular setting.

    The fire crackles softly as you settle into a comfortable armchair, a glass of Tamar Ridge Reserve Pinot Noir warming your hands. Outside, rows of vines stretch across the Tamar Valley, their gentle contours framed by rolling hills and ever-changing skies. Or perhaps it’s a sunlit afternoon, and you’re on the terrace with a flute of PIRIE Vintage sparkling in hand, watching the valley shimmer beneath you as each crisp sip captures the freshness of Tasmania. At the Tamar Ridge and PIRIE Cellar Door, the setting in one of Australia’s most celebrated cool-climate wine regions is every bit as special as the wines.

    The two brands now share a beautifully refurbished cellar door, giving visitors the opportunity to sample both still and sparkling wines from the Brown Family Wine Group’s luxury portfolio in a single stop. Alongside the shared tasting space, they’ve also introduced a range of premium experiences tailored to each brand.

    Tamar Ridge’s story began in 1994, when vines were planted at Kayena in Tasmania’s Upper Tamar Valley. Guided by renowned viticulturist Dr Richard Smart – the “Flying Vine Doctor” – the vineyard quickly gained a reputation for quality, with a new winery established in 1998 and the Tamar Ridge label born.

    sitting on the lawn of Tamar Ridge & Pirie Cellar Door
    Sit outside to soak in the sun as you enjoy Tamar Valley views. (Credit: Natasha Mulhall)

    Today, New Zealand-born head winemaker Tom Wallace leads the cellar, brings his passion for cool-climate winemaking to help shape Tamar Ridge’s reputation for elegant, expressive wines.

    Founded by Dr Andrew Pirie in 1995, PIRIE helped prove the island’s potential for world-class cool-climate sparkling.

    Crafted in the traditional method from hand-picked Pinot Noir and Chardonnay grown in the Valley, PIRIE Tasmania sparkling wines are celebrated for their fine beads, depth and elegance. With a collection of trophies, gold medals and top honours behind them, these rare vintages showcase the very best of the state’s sparkling wine.

    Brown Brothers – now known as the Brown Family Wine Group – acquired Tamar Ridge, PIRIE and Devil’s Corner on the island’s east coast in 2010, extending the legacy of a family wine company founded in 1889 at Milawa in Victoria’s King Valley. The company has continued its pursuit of exceptional cool-climate vineyards, recognising Tasmania’s unique potential in a changing climate.

    Location

    roaring fireplace inside Tamar Ridge & Pirie Cellar Door tamar valley
    Get cosy by the roaring fireplace. (Credit: Natasha Mulhall)

    Tamar Ridge & PIRIE Cellar Door is set on the west bank of the Tamar River, just 20 minutes north of Launceston and around two and a half hours’ drive from Hobart near the riverside village of Rosevears in northern Tasmania. Stretching more than 60 kilometres along the river, from the mouth near Launceston north towards Bass Strait, the Valley is a vast patchwork of vineyards, orchards, farmland and historic townships.

    Style & decor

    interior of Tamar Ridge & Pirie Cellar Door tamar valley
    Come for a regular tasting, or book an experience. (Credit: Natasha Mulhall)

    Floor-to-ceiling windows showcase panoramic views, while outdoor decks make the most of the surrounding scenery. Inside, the refined contemporary interiors strike a balance between modern luxury and the natural surrounds, with a double-sided fireplace to linger by. A Tamar River view creates a warm focal point. Natural wood accents add a sense of place, including a handcrafted 12-seat Tasmanian oak table that anchors the space with understated elegance.

    Wine experiences

    The cellar door’s curated wine experiences pair award-winning wines with local produce and the stories behind them. For those who prefer a leisurely visit without a set itinerary, the cellar door also offers cheese platters and small plates, best enjoyed with a glass in hand while taking in those Tamar River views.

    Come for a taste, stay for an experience.

    PIRIE & Oyster Experience

    PIRIE & Oyster Experience
    Taste the best of PIRIE matched with oysters. (Credit: Natasha Mulhall)

    A true taste of Tasmania comes to life in the PIRIE & Oyster Experience, created in partnership with Tasmanian Oyster Co. Exploring the connection between merroir and terroir – the influence of the sea and soil on flavour – this guided tasting pairs three premium oysters from different Tasmanian growing regions with three expressions of PIRIE sparkling wine: the NV, 2021 Vintage and Blanc de Blanc.

    As each oyster and wine pairing is revealed, guests discover how Tasmania’s unique landscapes shape flavour, from the mineral freshness of the ocean to the elegance and precision of cool-climate sparkling wine.

    Pinot Noir Blending Experience

    Pinot Noir Blending Experience
    Try your own hand at mixing. (Credit: Natasha Mulhall)

    For those who want to step behind the winemaker’s bench, the Pinot Noir Blending Experience offers a hands-on journey into the art of creating great wine.

    Guests taste through three to four individual Pinot Noir clones from the previous vintage, each revealing its own personality through aroma, structure and character. Guided by the cellar door team, visitors explore how these individual components come together to create balance and complexity – before attempting their own blend.

    Will you recreate the house style, or create something entirely original? This immersive experience offers a fascinating insight into the craft, creativity and precision that goes into every bottle.

    Supreme Indulgence

    Tamar Ridge & PIRIE Cellar Door
    Settle in for true indulgene. (Credit: Natasha Mulhall)

    The most elevated experience at the cellar door, the Supreme Indulgence (PIRIE Sparkling with Caviar tasting) is a celebration of luxury, refinement and Tasmania’s exceptional produce.

    Priced at $99 per person, the tasting pairs PIRIE Tasmania’s most distinguished sparkling wines with carefully selected sturgeon caviar, chosen to enhance the elegance, texture and finesse of each cuvée. Hosted by an expert member of the team, the experience unfolds as a thoughtful exploration of fine bubbles, delicate flavours and the craftsmanship behind every bottle.

    Start planning at tamarridge.com.au and pirietasmania.com.au.