CHICAGO — As he left the office to travel north to Chicago on Thursday, Mike Thomas clipped a Bluetooth into his ear.

There is business to be done in the city where he hopes to build the Illini brand. And the Illinois athletic director's itinerary was packed full.

"I have donor functions for the next three days (in Chicago)," Thomas said.

ILLINOIS SEASON STATS

What better selling point than a win? There haven't been enough of them in Chicago lately. No. 19 Illinois enters today's showdown with UNLV having lost two straight and four of its last five games at the United Center (4, BTN). Illinois has never lost three straight at the UC.

"As I've said from the beginning I think it's important to have a presence in Chicago," Thomas said. "Certainly if you're going to play games up there, it's important to win games up there. You certainly want to put a good showing."

With a hard-working approach and seven new players, including five from the Chicago area, Illinois is making strides toward reshaping the perception of its basketball program. It's a perception that — among AAU and high school coaches, fans and media in the Chicago area — took a hit in recent years.

In the past, providing a good show and getting a win at the United Center was almost a given. From December 2001 to March 2007, Illinois won 18 straight games at the UC. It wasn't their home away from home — it was better than that.

It was home to NCAA tournament routs (Illinois 93, San Diego State 64 in 2002), cross-country blowouts (Illinois 83, Oregon 66 in 2004) and Big Ten tournament titles (Illinois 54, Wisconsin 43 in 2005).

None of the current Illini has won a college game at the UC. The lone scholarship senior, Sam Maniscalco, used to have Bulls season tickets and was in the building for a Michael Jordan game-winner in the 1997 NBA Finals. He's played at Loyola and UIC — but never at the UC.

"We were saying how we've never lost in the ACC/Big Ten Challenge (the juniors are 3-0)," said guard Brandon Paul, a Gurnee Warren product. "But we haven't won (at the United Center). This is our chance to do that."

Chicago's perception of Illinois basketball hasn't been positive in recent years. The basketball community prides itself on producing tough players and the Illini often were viewed as soft.

Right or wrong, last year's loss to UIC at the United Center was, in some ways, a bigger talking point than the NCAA tournament win against UNLV (10-2).

"We have talked about (the loss to UIC)," coach Bruce Weber said. "The kids have emphasized to me that we're a different team. I said, 'If you are, then show it.'"

One game won't change that perception. But as the Illini try to gain the favor of Chicago — whether it's with the AAU and high school coaches, the top prospects, or the devoted alumni base that loves a winner — winning in the city would be a positive start.

"You come into Chicago and there are kids from the city that may not be able to get to Champaign for the game or they may not have the Big Ten Network at home," said Mike Mullins, who runs the highly successful Illinois Wolves program and has four former players on the UI roster. "This is the one chance they get to see Illinois every year."

The Chicago game hardly is the end-all for their recruiting efforts, however.

"With a lot of the kids, it's 'How did you do in March?' They can't tell you who won the conference, but they can tell you who made a run," Mullins said. "I think most kids today want to go some place and compete for titles and play in the NCAA tournament. You saw that with Evan (Turner) at Ohio State, Anthony Davis at Kentucky, Derrick Rose at Memphis.

"I think it shows people in the area want to go to a place where you can compete for championships right away. It's a basketball city. Those championships are a big thing."

Still, several of the current Illini experienced the fallout of a loss in Chicago. Freshmen Myke Henry (Orr) and Tracy Abrams (Mount Carmel) were seniors in the city when Illinois lost to Illinois-Chicago.

"I never heard the end of it," Henry said.

So if a pair of signed prospects heard the negative buzz, imagine the effect on prospects — and their people — that are considering Illinois.

"Of course I thought it was quite shocking when Illinois lost to UIC. I just felt like I never wanted to feel that moment when I'm a player here," Abrams said. "I think now we've shocked a lot of people (this season). We play together. We play hard. That's what we're about."

But recruiting in Chicago rarely makes sense. The Illini's recruiting turnaround occurred when they weren't winning at the previous rate. And their recruiting nosedived after a Final Four season. So while a win today wouldn't guarantee recruiting wins, it would make the program an easier sell, assistant coach Jerrance Howard said.

"I think what Illinois is selling to a recruit in a game like this is the atmosphere more than anything. It's nearly 20,000 orange-wearing fans cheering for the Illini in Chicago," ESPNChicago reporter Scott Powers said. "I think they're telling the recruit, 'Hear all those fans in your hometown backing Illinois? That can be you out there.'

"I think if the Illini lose it detracts from that, but a win just makes it easier to put together a whole recruiting pitch."

The annual Chicago game seems to carry more weight with public perception than in recruiting. In recruiting, a loss seems to be more damaging than a win is beneficial.

And Weber said he's heard a more positive buzz around these Illini as they evolve into a more blue-collar, tougher team than their predecessors.

"I was in airports (Wednesday) flying all over the place. I was in New York and some fans grabbed me and talked about it: 'We saw you against Gonzaga,'" Weber said. "There were a lot of unknowns in our league and a lot of unknowns on our team. Now all the sudden people are like, 'Oh, man, what's going on here?' But there's still a long way to go."

With a 10-0 start and a hard-working style of play, these Illini are a more likable bunch. Still, there seems to be a wait-and-see approach from observers, as the Illini ease out of a shaky nonconference schedule and begin to play stiffer competition.

There are plenty of tickets still available for today's game, and officials said they expect a crowd of around 14,000 in the 20,000-seat United Center.

From a perception standpoint, today's game could be considered the most important entry on the nonconference schedule — because of where it is being played.

"I think people in Chicago, they're obviously encouraged by the start of this year. So far, so good. But like everybody else, they want to see more," said Herb Gould of the Chicago Sun-Times. "I think they want to see more games and the competitiveness of the Big Ten. And they have a higher standard for basketball than they do for football. Basketball has that tradition."