It has been a hallowed and often muddy ground for music festival goers for more than a decade but the times are a-changin’.

In the wake of being cancelled for the second consecutive year, the former site of Byron Bay’s renowned Splendour in the Grass festival has been put on the block.

The sprawling North Byron Parklands spans 229ha at 126 Tweed Valley Way, Wooyung—just 15 minutes drive from Byron’s town centre—reportedly is expected to fetch about $35 million.