Season the short ribs with salt and pepper and place in a 9x13 inch baking dish.
In a small bowl, combine the brown sugar, paprika, garlic powder, vinegar, ketchup, mustard, Worcestershire sauce, and liquid smoke. Stir until combined and pour over the short ribs, coating them completely.
Cover the dish tightly with aluminum foil and bake at 300 degrees for 2.5 hours. After the 2.5 hours, remove the foil, baste the short ribs with the pan sauce and bake for an additional 30 minutes to caramelize the ribs. Garnish with fresh parsley and serve.