From the mid-nineteenth century Glasgow's civic leaders recognized the effect that the rapidly deteriorating urban fabric was having on perceptions of the city, and began to construct a more positive identity, intended to inspire faith in municipal government. The landscape played a crucial part in selling this ideal. Parks were used as visible evidence of civic beneficence, and (deriving much influence from evangelical Presbyterianism) also served as a potent symbol of regeneration. However, while this paper considers the success of public parks in boosting Glasgow's image between 1850 and 1914, it also examines the complex material motivations originally underlying civic involvement, the impact of the environment in determining parks' policy and the influence of other British and European cities in shaping ideas.