Looks like unlike Stern, Plant doesn't have a price.. Led Zeppelin’s Robert Plant has turned down a Whole Lotta Lolly – more than £500MILLION – to reform the band for the dearest tour in history. The rock legend ripped up Sir Richard Branson’s contract for 35 dates in three cities in front of astonished promoters after the other members of the supergroup all signed up. The tour would have earned singer Plant and fellow founders Jimmy Page and John Paul Jones £190million each before tax. But Plant, 66, said he thought it wasn’t the right thing to do. A source close to the group said: “They have tried to talk him round but there is no chance. “His mind is made up and that’s that.” Virgin tycoon Branson, 64, has been a lifelong fan of the band. He was getting ready to rebrand one of his Jumbo jets “The Starship” to fly the group around the venues. Superfan: Branson was keen to fly group around venues An industry source said they were told they could have £250 million for 35 dates in three cities, London at the O2, Berlin and New Jersey. Led Zep were also promised £70million of the profit from merchandise and there was an option to do 45 more gigs in five venues. The cash was to be split three ways between Plant, Page, 70, and Jones, 68, while Jason Bonham, 48, son of late drummer John, would have been paid a wage to perform. Our band source said: “Jimmy, John and Jason signed up immediately. “It was a no-brainer for them but Robert asked for 48 hours to think about it. When he said no and ripped up the paperwork he had been given, there was an enormous sense of shock. "There is no way they can go ahead without him.” Branson had planned to have the staircase of the Starship jet renamed the Stairway to Heaven after the band’s 70s hit and was going to sell off the back 20 rows of the aircraft as special Led Zep seats for £100,000 each. The source added: “Branson tried to pull out all of the stops. But even his money was not enough to get Plant to sign up. He is gutted.” Plant has previously said: “I have to be in some brand new zones quite regularly... It’s an insane thing to do, to go back.” Formed in 1966, Led Zeppelin have sold more than 300 million albums. Their last performance was a one night only gig at London’s O2 on December 10, 2007.