Zoos play a unique role in wildlife conservation, particularly in the area of conservation education. Because of their popularity and flagship status for broader conservation issues, great apes may prove to be one of the most important educational conduits in zoos. In 2002, we surveyed knowledge of and attitudes toward African apes in visitors to the Lester E. Fisher Great Ape House (GAH) at Lincoln Park Zoo in Chicago, IL, USA. In the current study, we replicated the survey to document attitudes to and knowledge of the newly renovated and naturalistic Regenstein Center for African Apes (RCAA) and compared results. We found RCAA was no more effective than GAH in increasing visitor knowledge about apes, although visitors answered more questions correctly upon exit than on entrance in both buildings. We did find, however, that RCAA was more effective than GAH at improving visitor attitudes toward chimpanzees. Specifically, upon exiting, RCAA visitors showed increased naturalistic attitudes and reduced utilitarian attitudes toward chimpanzees. Exhibiting apes in naturalistic settings may therefore be an effective way to increase visitor concern for apes in nature and in zoos. Zoos and aquariums investing in new, naturalistic ape exhibits with the aim to educate about, provide emotional connections to, improve attitudes toward, and ultimately increase conservation of apes, need to then critically evaluate whether the actual effect of the designed environment on visitors—above and beyond intended benefits for the animals—is commensurate with the investment. The broader impacts of even small shifts in visitor attitude in the right direction could be significant. These findings may vary across species and settings, however, and should be assessed accordingly.