The expected street date is August 4 according to the Coolstuff Inc. listing. Don't know how reliable that is, though. I'm hoping it is very reliable since I have a pre-order placed there!
I believe the street date is right on or the week after GenCon, which usually means it'll actually start showing up in stores about a week after that? (Depending on when the store regularly gets their orders in). Pre-ordering is definitely the way to do it for this printing.