A new Memphis-based steamboat line, Great American Steamboat Company. is in the start-up stages, according to a person familiar with the matter.

So far, the new line, which will have to go up against new tonnage from American Cruise Lines' Queen of Mississippi, has recruited Tim Rubacky, who is leaving his post as director of communications at  Prestige Cruise Holdings (Oceania Cruises and Regent Seven Seas Cruises) on August 12. 

More announcements are expected shortly.