Here is one way I have dealt with this issue.
<cfsilent>
<cfquery name="markers" datasource="sor">
SELECT
l.id,
l.name AS location,
l.lead,
l.longitude,
l.latitude,
a.name AS activity,
j.ranking,
r.stars,
r.rank,
a.icon
FROM
locations l INNER JOIN
location_activity_join j ON l.id = j.locationID INNER JOIN
activities a ON j.activityID = a.id INNER JOIN
location_activity_ranks r ON j.ranking = r.id
WHERE
published = 1
ORDER BY
l.name
</cfquery>
</cfsilent><cfcontent type="text/xml" reset="yes"><?xml version="1.0"
encoding="iso-8859-1"?>
<markers><cfoutput query="markers" group="location"><cfset
cat=''><marker lng="#val(longitude)#" lat="#val(latitude)#" id="#id#"
name="#xmlFormat(trim(location))#" category="<cfoutput><cfset cat =
#listAppend(cat,xmlFormat(rereplace(trim(activity),'[^[:alnum:]]','','ALL')))#></cfoutput>#cat#"
activities="<cfoutput>#xmlFormat(trim(activity))#
#repeatString('*',val(stars))#<br/></cfoutput>" />
</cfoutput>
</markers>
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